Considering the economic crisis, high inflation rates, and competitors' tough scenarios we had to prove our worth beyond being good enough as a laundry product and be even more present in consumer’s mental availability. So, along 2022 OMO sets as many opportunities as possible to be part of on and offline conversations aiming to be directly connected to local cultural relevant moments.

For Brazilians, soap opera is a serious matter: people love and watch it religiously every day! They have the power to set trends and dictate people’s behavior over the months of exhibition. With Pantanal, the most popular soap opera over the last few years, the 'pantanês accent' became an internet hit and organically encouraged viewers to mimic characters' way of speaking. OMO jumped in and spread its sustainability message and functional benefits through the countryside accent, becoming relevant on branded content, and launched ‘Omo Pantanês Accent’ campaign.

The soap opera "Pantanal" was being relaunched at TV Globo, a major TV channel in Brazil, after 33 years of its first screening and was a huge success amongst the public. Its characters had a unique accent, ‘pantanês accent’, and everyone in Brazil was speaking like them.

OMO, as the number 1 fabric cleaner in Brazil, wanted to be part of this conversation so we found the best way to do it. To engage in a conversation that was already happening, we’ve appropriated of something that no other brand had yet: the ‘pantanês accent’. So, on TV and digital we started to talk about our brand and our OMO Lavagem Perfeita product’s benefits with the ‘pantanês accent’.

Our digital content, posts, influencers, special package, and TV content were all in this language. This way we were integrated on every point of contact and reached the consumer in this unique way.

Our insight was to be part of a digital native conversation without being annoying and also getting audience attention and involvement. The strategy was to align brand purpose with a soap opera that was an audience phenomenon and also had an important conversation topic about sustainability, which is a very important pillar for the brand.

We’ve built a campaign in TV and digital with fully integrated content. On special activation days, we aired OMO’s current commercial in ‘pantanês’ right after the insertion.

The topic ‘pantanês accent’ was already a hit on social media, and we used Meta and Twitter to enter the conversation alongside an influencer squad of big names.

Each conversation was adapted to each channel. One of our big names was the main actresses at the soap opera. We also worked with seeding kits with a special limited-edition package to influencers.

With the defined media channels, including a product placement at the soap opera and a personalized hero TVC film right after it, we talked about our product and benefits in ‘pantanês language’, reaching a lot of people, that also started talking about us.

To support, we used influencer post + seeding kit + soap opera product placement + Twitter and Meta post, and we did achieve our goals!

During 10 days - From Sep 5th to Sep 15th / 2022 - the campaign was present on the following media types:

. TV- spot airtime

. TV- sponsorship

. Social- (Instagram, Facebook, Twitter)

. Paid / Organic Search

. Influencers / Creators

. 46MM reach

. 99K engagement

. 130MM impressions

. Full Media