• Situation: OMO was losing brand power, competitors were slowly eroding OMO’s market share, and consumers were becoming accustomed to mixing laundry detergent brands instead of choosing OMO as their favorite solution.

• Brief: To launch OMO Branco Absoluto, a version specially crafted for white clothes.

• Objectives: To increase the brand's purchase frequency and gain in market share value.

• Share the media insight that led to this work: To combine, for the first time ever, the 3 most important soap operas in Brazil, through different product placements in each story.

Two things you need to know about Brazil:

1. New Year’s Eve is one the of the most important events of the year and we use white clothes to celebrate it.

2. Soap operas are a big part of Brazilian culture: more than 70 million people watch them every day.

So, we strategically timed the launch of OMO Branco Absoluto to coincide with the period when Brazilians need it the most: the year-end festivities. For the first time ever, we made a product placement combining the 3 biggest soap operas aired by the nation's premier television network.

• Target audience: (AS ABC 18+)

• Media planning: Utilizing a prominent platform such as TV Globo, as well as leveraging social media, to swiftly impact a large audience within a short period of time.

• Approach: We wanted to make an impact with something meaningful to our audience, something that people would really connect and understand the product’s benefit. So, we embraced the soap operas stories, when their characters were choosing their white clothes for the new year’s. And, for the 1st time ever, we made the 3 main soaps in Brazil interact between themselves.

• Implementation: Production meetings involving all parties (network, agencies, clients) are held to seamlessly integrate the three storylines. This marks the first time such an action, with spin-offs between the dramas and the traditional year-end vignette, has been undertaken.

• Media channels and integration: First on broadcast TV and then amplified across social media.

• Timeline: Vignettes - from Dec 12, 2023 to Dec 31, 2023, and Soap Operas Product Placement -

from Dec 12, 2023 to Jan 1, 2024.

• Scale: Biggest TV Network in Brazil (Rede Globo)

• Time spent with brand:

Contextualized breaks of 30 seconds featured the placement of three products in the soap opera. The first, called "Elas por Elas," had 102 seconds, the second, "Fuzuê," had 60 seconds, and the last, "Terra e Paixão," had 68 seconds, totaling 260 seconds.

• Proof of engagement: In social media, content produced by influencers showed positive levels of engagement, especially in the post format, with a 12.5% engagement rate, exceeding Unilever's benchmark by 2%.

• Paid media results: 33MM reach, Achieving more TRPs from Globo TV with this action (211) than in combined Nov-Dec flights (141). On Social significant VTRs (35.7% per example), especially in stories.

• Earned media results 57M of impact on earned media publications.

• Consumer loyalty:It was not measured in this campaign.

• Brand perception: 54% positive sentiment and 18% neutral, positive mentions praised the creativity of the activation.