BRAND:
OMO
AWARD CATEGORY:
The Best Social Media Campaign
CAMPAIGN TIME RANGE:
06/06/2025 - 31/08/2025
CREDITS:
Publicis Groupe, ZEE, Linked
CASE STUDY VIDEO
STRATEGY
In Vietnam’s detergent market, buying decisions have become increasingly commoditized, with consumers prioritizing price and basic functional benefits over emotional connection. For OMO, a brand built on the long-standing belief that “Dirt is Good,” this created a growing paradox. While the brand had always celebrated dirt as a symbol of learning, courage, and growth, modern family life was slowly moving in the opposite direction. Childhood was becoming cleaner, safer, and more controlled. Children were spending less time outdoors, and parents were becoming more cautious about mess, inconvenience, and risk. In the process, the “amazing summers with dirt” that once defined their own childhood were quietly fading away.At the same time, OMO Liquid users, one of the brand’s most important growth segments, were also among the most active social media users. They were not only consuming content every day, but constantly reacting to trends, sharing experiences, and participating in conversations that shape modern culture. This opened up a powerful opportunity for OMO. Rather than re-explaining “Dirt is Good” as a familiar brand message, the brand could re-activate it through behavior in the very space where modern families are most present and most expressive: social media.To successfully launch OMO Liquid in the mainstream segment, the brand therefore needed to do more than communicate product superiority. It needed to make its belief emotionally relevant again, at scale. Social was not chosen simply as a communications channel. It became the starting point for rebuilding a shared cultural behavior around getting dirt not alone, but together.
INSIGHT
Vietnamese parents do not reject dirt itself. What they reject is what dirt has come to mean in modern life: inconvenience, risk, and something that needs to be managed. Yet beneath that hesitation, they still deeply miss what dirt once represented. A dirty shirt used to mean a day well spent filled with laughter, movement, freedom, and unforgettable summer memories.Today, those moments are being replaced by screens, structured schedules, and controlled environments. But the emotional loss is not only about children missing out on those experiences. It is also about parents missing the chance to relive them through their children. Because a real “amazing summer with dirt” is never just about being messy. It only becomes meaningful when it is shared across generations when parents and children experience it together.
CREATIVE IDEA
OMO responded by evolving its iconic platform into a new cultural invitation MAKE SUMMER AMAZING WITH DIRT AGAIN, TOGETHER.Instead of simply encouraging children to get dirt, OMO reimagined “Dirt is Good” as a social movement for modern families. The campaign transformed a familiar brand philosophy into a new social language that could live naturally in everyday conversations. Children became “Hoàng tử lấm lem.” Dads became “Papa lấm bẩn.” These were not just playful labels, but new badges of pride helping families see dirt not as a problem to avoid, but as something worth embracing together.This was what made the idea social-first. OMO did not treat social as a place to distribute campaign messages. It turned social into a space where people could reinterpret childhood through their own lens, recreate getting dirt moments through content, and normalize getting dirt as a positive family behavior. In doing so, OMO transformed “Dirt is Good” from a message into a co-created cultural movement.To make that movement tangible, the brand extended the idea into its largest real-world expression: OMO biggest summer playground across online & offline channel, the biggest summer playground where families could play together, getting dirt together, and experience a real amazing summer with dirt together.
CONNECTION PLAN
The campaign was designed as a social-first ecosystem, where social played three roles at once: it was the origin of the idea, the engine of participation, and the bridge between online behavior and real-world experience. By leveraging a diverse channel mix across TikTok, Facebook, YouTube, and emerging platforms such as Threads, OMO maximized visibility and participation across the touchpoints where modern families were already active. Social listening helped identify nostalgic triggers and shape content formats that felt native to each platform, making the campaign feel less like advertising and more like a movement people wanted to join.The first phase focused on reigniting a cultural memory. Through thematic films, key visuals, and KOL storytelling across three cohorts - moms, Gen Z, and family creators OMO brought the “amazing summer with dirt” back into conversation. For moms, the campaign stirred emotional recall. For younger audiences, it gave the idea a playful reinterpretation. For family creators, it turned the memory into something shareable and relevant in the present. As a result, dirt began to shift in meaning: from inconvenience and mess to a meaningful sign of childhood.The second phase transformed memory into social behavior. Rather than stopping at nostalgia, OMO gave people ways to participate. The TikTok Random Filter allowed users to “enter” their childhood getting-dirt version, while KOL content encouraged cross-generational co-creation. Social formats were designed not just to be watched, but to be replicated and shared. At this point, people were no longer simply remembering a summer; they were recreating and expressing their own version of it.The third phase scaled that participation into a wider cultural signal. UGC spread from personal posts into community conversations. PR and earned media amplified stories of families rediscovering dirt play together. KOL recaps extended the emotional impact and helped reinforce the behavior socially. “Getting dirt together” was no longer an isolated act. It was becoming a visible, shared expression of modern family connection.The final phase connected online behavior to real-world action. Social built anticipation for Pháo Đài Lấm Bẩn, while real-time content from the event was continuously captured and amplified across platforms. Participants did not just attend the experience; they became creators within it, extending the event back into social through their own content. In this way, the idea lived seamlessly across online and offline. Social built the behavior. The event made it tangible.
OBJECTIVE-BASE KPI
[1] objective: Business Impact: From Social to Sales | platform: Total (Offline + E-commerce) | metrics: Market Share / Penetration / Repeat Purchase / Growth | kpi: +7% Share / +133bps Penetration / 42% Repeat / +15% FY | result: Achieved | compare_with_benchmark: Record-high vs OMO & Unilever (+200bps LQ share) | source: NielsenIQ / Internal Sales Data
[2] objective: Social Impact: From Content to Behavior | platform: TikTok / Zalo | metrics: Views / Engagement / UGC / Reach / Calls | kpi: 27.4M Views / 5.1M Engagements / 8.7K Videos / 34.6M Reach / 206M Calls | result: Achieved | compare_with_benchmark: Strongest social performance in category | source: TikTok Analytics / Zalo Analytics
[3] objective: Qualified Impact: Depth of Engagement | platform: Social (All) | metrics: Earned Buzz / Participation Quality | kpi: 40% Earned Buzz / High UGC participation | result: Achieved | compare_with_benchmark: Scaled qualified engagement | source: Social Listening / Internal Report
[4] objective: Brand Impact | platform: Brand Tracking (BSI) | metrics: Brand Power / Meaningfulness | kpi: +25bps Brand Power | result: Achieved | compare_with_benchmark: Stronger emotional & cultural relevance | source: BSI Tracking Study
[5] objective: Long-term Impact | platform: Strategic Impact | metrics: Social as Growth Engine | kpi: New benchmark for detergent category | result: Achieved | compare_with_benchmark: Category-leading social model | source: Internal Evaluation
