In a sluggish category, where archetypes of communication to women are entrenched, and brand communications drown in a sea of sameness, OMO needed to challenge its own legacy of brand marketing, with a specific goal to steal back share of mind and share of wallet.
Women with children aren’t just Mums. They are still an individual female adult. Yet for decades, detergent advertising has focused almost exclusively on communicating to them as mothers, as if their only reason for being was to care for their children.
Washing powder has long been a tough battleground for marketers – brands clawing for share and margin, with relatively little product innovation and differentiation.
OMO’s ‘Dirt Is Good’ advertising approach, in place for almost 15 years, had been replicated and mimicked by local Chinese brands for years, and communication was lacking real distinction – OMO needed greater emotional relevance to the consumer, apart from product efficacy. Recognising this elephant in the room was the first step to a communications overhaul that would have significant brand impact.
The second step was accepting that a Chinese millennial mother – now our core target – does not define herself as a Mother first. Our Millennial Woman is a free-thinking individual, who also happens to be a nurturer and carer for her child(ren). Her need for adventure and exploration, by celebrating who she is and can be, creates a drive that keeps her constantly progressing.
And our Chinese Millennial Woman is not fictitious– she is very much real. During our insight work, we uncovered that over 92% of them have at least one personal interest pursued weekly – that yoga session, Saturday boot camp or language class – that is ‘non-negotiable’: protected as ‘me-time’, when her motherly duties are handed over and she puts her own needs first.
Our Millennial Woman is a life juggler - caring for her child, managing a home with often three generations under one roof, and working full time in her own career. Carving out special time – even if it’s watching an inspirational video on the daily commute – is considered just as valuable to her personal development as caring for her family. Recognising that by being a better woman you will be better throughout life, was the bedrock to our revamped strategy for OMO in China.
While Dirt Is Good has focused historically on childhood development, approaching the communication idea by considering that ‘getting your hands dirty’ is just as appropriate for the Millennial Woman, a catalyst for creativity was created. Alongside our ambition Using a theme to inspire women to ‘Step out and experience your life – embrace the extraordinary’ we unearthed a springboard for inspirational stories and more thought-provoking activations.
The communication strategy ensured that a multi-layer, sequential campaign was delivered, allowing us to be ‘always on’ – a key requirement when recency of communication is a key contributor to purchase intent – and across multiple channels to expand reach and deliver depth of messaging.
Deeper consumer understanding lead us to executional themes around self-development, travel, and art, and a mix of push (interruption) and pull (seek out) media and message was essential for creating consumer connection – inspiring women to challenge themselves and embrace a ‘new woman attitude’.
The core asset – a film depicting women experiencing life in many ways – was created in long- and short-form (105 and 30 seconds) for distribution across multiple channels (TV, OTT, LED, Mobile, In-App), optimised to maximise reach in key OMO and competitor markets. The ‘interruption’ video was designed as high energy and showed women travelling, exploring the outdoors and participating running events, reflecting the key passion points that Millennial Women consider critical in their personal development.
In channels where Millennial Women ‘Seek out’ information, entertainment or inspiration, we embarked on a sequential campaign. Our chosen media partner for the content-focused elements of the campaign was top news channel NetEase – China’s edgiest portal site known for its social relevant topics and point of views, delivering high quality content to a savvy digital-heavy audience.
With NetEase, we co-created 4 TED talks on “New Women Attitude” shared in live events and distributed online and through social media, helping demonstrate the smarts of modern Chinese women
We also co-created New Women attitude stories as longer form branding assets for in-depth engagement with our consumer, shared across WeChat and Weibo
Finally, we leveraged the content to create a unique Portraits Exhibition celebrating New Women in art, design, journalism, etc. and showcased a range of women and activities – depicting their extraordinary life stories of venturing out and not fearing about getting dirty – displayed at Shanghai’s premier shopping mall, K11.
This campaign unfolded over 6 months.