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OMO- Non Bio

I led the launch of the non-bio category in new markets as the Account Director for Unilever's Dirt is Good brand. My role involved collaborating with Unilever clients in Singapore to introduce the new category across the APA and LATAM regions.

THE GOAL

The MullenLowe team was tasked to develop the "gentle" laundry segment in emerging markets like Vietnam and Brazil. The challenge was to create awareness and drive penetration for OMO+ Extra Gentle, a new category of highly effective laundry detergents that are also gentle on skin. The target audience was mums already familiar with OMO's superior stain removal power but were unaware of the new gentle variant designed for sensitive skin.

Strategy & Plan

Awareness

To create awareness and brand association among our target audience—mums with young babies. The aim was to introduce OMO+ Extra Gentle as a trusted option for gentle, yet effective, cleaning.

Retargeting

Additionally, it was important to reinforce the message through retargeting efforts, engaging users repeatedly to educate the audience and drive behaviour change. This approach helped to position OMO+ Extra Gentle as the go-to solution for sensitive skin, encouraging trial and long-term loyalty.

Key moments

Research identified four key moments in a mum's journey:

1. Baby's Arrival Preparation
2. Rolling Stage (0-9 months)
3. Crawling and Walking (9-24 months)
4. Nursery Stage (2-4 years)

These milestones help tailor messaging to resonate with mums during each phase of their baby's growth.

Creative Idea

The OMO explorer Kit - for a Pint-sized explorer. The idea was to suggest clothing kits for mums online to allow their babies to explore without the fear of getting their clothes damaged by stanes and dirt as OMO non-bio not only protected the babie's clothes but also their sensitive little skin.

PROBLEM
&
SOLUTION

Problem

The problem was that OMO non-Bio, a premium gentle detergent, didn't exist in the market,s and there was no established category for such products. As a result, we faced the challenge of building consumer trust from the ground up.

Solution

Mums needed to be convinced to purchase OMO non-Bio alongside their usual detergent, despite no prior association with the brand or product. Digital efforts were essential in overcoming this by raising awareness of OMO non-Bio as a credible option, creating a link between skin sensitivity and detergent, and proving its gentleness through actual usage.

KPIs

Awareness & Reach: Success measured by social media impressions, website traffic, and ad reach among new mums.
Engagement: Assessed via user interactions, time on the product page, and returning visitors.
Retargeting: Measured by conversion rates from initial interaction to purchase of OMO+ Extra Gentle.
Behavioural Change: Customer feedback and reviews indicated shifts in purchasing behaviour towards gentle laundry products.

Stategic docs & Creative

Go-To-Market

The go-to-market and localisation tasks were delegated directly to the markets. All campaign assets were created centrally and distributed to the markets, accompanied by a playbook detailing how to successfully implement the campaign.

Lessons Learnt

Targeted Messaging is Key: Tailoring messaging to new mums significantly increased engagement and awareness. Personalised content that speaks directly to the audience's needs proved more effective than generic messaging.