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OMO: The 100 Stains Challenge

Case Study • Tahaab Rais, Anna Sadykoova, WARC Media Awards, Bronze, Best Use of Data, 2020

Laundry detergent brand OMO harnessed the power of data-driven targeting to deliver its stain removal message to mums, increase consideration and boost usage in the Middle East.

Lysol: Teddy Repair

Case Study • SABRE Awards, Winner, Global, 2020

Lysol, a brand of cleaning and disinfecting products, promoted its laundry sanitizer in the US by creating a teddy bear repair centre that fixed damaged teddy bears while highlighting to parents the number of bacteria they hold.

Rinso: Let's Be Plastic Responsible

Case Study • Cleef Chong, Adrian Adshade, WARC Prize for Asian Strategy, Entrant, 2020

Rinso, the laundry detergent, ignited an apathetic population to be more plastic responsible in Indonesia.

Comfort: How Comfort made laundry fashionable

Case Study • Maan Bernardino-Dominguez, WARC Prize for Asian Strategy, Entrant, 2020

Unilever launched its Comfort laundry detergent brand in the Philippines as a challenger in the premium category by identifying the changes in fashion and leveraging these through social media.

Laundry Care in Western Europe

Article • Euromonitor Strategy Briefings, August 2020

Provides a regional overview of laundry care in Western Europe, including forecast projections for 2021.

OMO: The 100 Stains Challenge

Case Study • Tahaab Rais, Anna Sadykova, WARC Prize for MENA Strategy, Entrant, 2020

Laundry detergent brand OMO harnessed the power of data-driven targeting to deliver its stain removal message to mums, increase consideration and boost usage in the Middle East.

OMO Sensitive: Tough on Stains. Gentle on Skin.

Case Study • Tahaab Rais, Anna Sadykova, WARC Prize for MENA Strategy, Entrant, 2020

Laundry detergent brand OMO Sensitive adopted a multi-channel approach in Saudi Arabia and the UAE to win share and boost take-up among new mothers.

OMO: Post-Credit Wash

Case Study • Roy Khachan, Remie Abdo, WARC Prize for MENA Strategy, Bronze, 2020

Detergent brand OMO piggybacked on the Marvel film franchise's famous post-credits scenes to boost sales and appeal to millennials in Lebanon.

Lessons from the Effective 100

Rankings • Rankings Articles, May 2020

Analyses the world's top effectiveness campaigns, as ranked by the Effective 100, to uncover shared creative, media and measurement strategies.

Comfort: Megatron 2019

Case Study • Amanda Guida, Igor Iida, Daniela Barbieri, Carolina Buzetto, WARC Awards, Entrant, Effective Content Strategy, 2020

Fabric-softener brand Comfort took an emotional approach to launch its new product line in Brazil.

Food and drink ramps up TV advertising in India during COVID-19

Data • Rob Clapp, WARC Data Points, April 2020

An overview of TV advertising volume and audience by sector in India during the novel coronavirus (COVID-19) outbreak.

OMO: OMO Tag

Case Study • Remie Abdo, Heela Daudzai, WARC Awards, Silver, Effective Innovation, 2020

Laundry detergent brand OMO used online video and sampling with a difference to communicate its stain removal message to mums in Lebanon.

Comfort: How Comfort made laundry fashionable

Case Study • Maan Bernardino–Dominguez, WARC Awards, Shortlisted, Effective Innovation, 2020

Unilever launched its Comfort laundry detergent brand in the Philippines as a challenger in the premium category by identifying the changes in fashion and leveraging these through social media.

Henkel AG & Co KGAA (Household and domestic)

Article • Euromonitor Advertiser Profiles, March 2020

This Company Profile from Euromonitor provides key details and analysis of Henkel AG & Co KGaA in the Home Care category.

Tide: It's a Tide Ad

Rankings • WARC Effective 100, 2020

Tide, a laundry detergent brand, became the most loved brand of the Super Bowl by hijacking popular ads with the message that if there are clean clothes, it's got to be a Tide ad.

Tide: It's a Thursday Night Tide Ad

Rankings • WARC Media 100, 2020

Tide, a laundry detergent brand, built on its success in the US by further developing its brand association with clean clothes during the NFL season.

SC Johnson & Son Inc (Home care)

Article • Euromonitor Advertiser Profiles, November 2019

This Company Profile from Euromonitor provides key details and analysis of SC Johnson & Son INC, the world’s fifth-largest home care player and the global leader in air care.

OMO: The Cleanest Play

Case Study • Paula Vergara, WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2019

Detergent brand Omo created a multichannel campaign to raise visibility and build a brand connection with football among audiences in Chile during the Copa América tournament.

OMO: Project NEMO – Take Dirt to Give Dirt

Case Study • Uyen Nguyen Diep, Soumya Ranjan Panda, WARC Media Awards, Silver, Effective Use of Partnerships and Sponsorships, 2019

Global laundry brand OMO increased brand love by expanding its ‘getting dirty is good’ philosophy with an awareness campaign focused on the importance of water-based life-saving skills, to highlight the number of drowning incidents in Vietnam.

OMO: Express it, don't text it

Case Study • Uyen Nguyen Diep, Soumya Ranjan Panda, WARC Media Awards, Shortlisted, Best Use of Data, 2019

Laundry brand Omo launched a one-day, data-driven digital and social execution to build relevance for a new product variant on Mother's Day in Vietnam.

Omo: Take Dirt to Give Dirt

Case Study • MMA Smarties, Bronze, Vietnam, 2019

Global laundry brand OMO increased brand love by expanding its 'getting dirty is good' philosophy with an awareness campaign focused on the importance of water-based life-saving skills, to highlight the number of drowning incidents in Vietnam.

OMO: Less Screen Time, More Play Time

Case Study • MMA Smarties, Bronze, X (Global), 2019

OMO, a detergent brand, successfully increased its positive brand metrics and market share by launching a mobile advertising campaign that alerted Vietnamese parents about the time they spent online.

Procter & Gamble Co (Household & domestic - Home care)

Article • Euromonitor Advertiser Profiles, October 2019

This Company Profile from Euromonitor provides key details and analysis of Procter & Gamble Co, the owner of brands such as Tide, Ariel and Febreze.

Tide: How a detergent won the Super Bowl

Case Study • APG (UK), Bronze, 2019

Tide, a laundry detergent brand, grew consumer loyalty in the US by hijacking popular and traditional ads with the message that if there are clean clothes, it's got to be a Tide ad.

Vanish: #LoveForLonger

Case Study • APG (UK), Entrant, 2019

Vanish, a detergent brand, launched the #loveforlonger campaign in the UK which showed the amount of clothes that end up in refill through people throwing them out because of a tough stain.

The evolution of direct-to-consumer brands: Admap summary deck

Article • Admap Magazine, January 2019

A summary of new thinking and best practice on the evolution of direct-to-consumer brands from Admap.
How digital channels can help build a brand

Article • Oliver Feldwick, WARC Best Practice, April 2018

Explains how digital channels, when used well, can play a fundamental and complementary role in brand building.
Building brand salience through direct-to-consumer value propositions

Article • Danyl Bosomworth, Admap Magazine, January 2019

Discusses how DTC brands create brand salience through a persistent and purposeful brand experience, rather than pure ad-driven front of mind brand recollection.
What we know about the theories of brand growth

Article • WARC Best Practice, September 2020

This article outlines various theories of brand growth, including the currently popular theory developed by the late Professor Andrew Ehrenberg; his and other theories are presented.
Marketing skills help to build profitable growth

Article • Hugh Davidson, Market Leader, Quarter 3, 2011, pp. 18-18

Hugh Davidson advises marketers to spend less time on communication and more of their time on the levers of growth.
Differentiation or Salience

Research Paper • John Scriven, Niel Barnard and Andrew Ehrenberg, Journal of Advertising Research, Vol. 37, No. 6, November/December 1997

In this important paper the authors discuss what makes a brand leader. Firstly they critically review the notions of brand differentiation and of major sustainable competitive advantages.