OMO (Unilever) is an iconic brand in Brazil, synonymous with its category. However, after years of promoting the idea that “Dirty is Good," its connection with consumers began to weaken. It was time to reconnect and grow again.
But in the midst of it all, there was a pandemic. Doubts, insecurity, economic crisis. It was precisely when people felt most alone that the brand, present in 8 out of 10 Brazilian households, showed that the only way forward was to come together and get through it.
Thus, "Poder do Somos” was born—an idea, a campaign, a movement, an invitation to harness the power of collectivity.
INFO
The first step was to find the right channel strategy to connect with each audience personally. But more than just talking, we took action. The brand launched a new line of disinfectants and on social media, we partnered with the “Reasons to Believe” profile (@razoesparaacreditar), assembled a team of ambassadors, and used “Poder do Somos” to change the lives of many people. We renovated homes in the interior of Bahia, provided clean clothes for homeless individuals, groceries for hundreds of families, and didn’t stop there. On TV, we became official sponsors of the “Criança Esperança” program (Rede Globo), further expanding “Poder do Somos” and engaging the entire country in this wave of goodwill.
“Poder do Somos” moved people and also moved the brand’s results. For the first time in 5 years, OMO regained market share growth, challenging the perception of being a “premium” brand without making any adjustments to its pricing.
OMO stood alongside global brands, and we reconnected with consumers. 2020 had the potential to be a challenging year, but with “Poder do Somos” it became a year of great achievements.
— PROJECT NAME
Poder do Somos
— ROLE
Content Manager
Influencer Marketing Strategist
— AGENCY
Mullen Lowe Brasil / IPG Mediabrands
— DATE
2020
In this project, I worked as a Content Manager, overseeing the content that would go on the brand’s digital channels. I created the strategy and mechanics with the brand ambassadors and ensured message alignment with other offline channels.