UNILEVER
KEY FIGURES
53.8M
views
+4,200
COMMENTS
+5.8 pts
Ad Recall (vs. 4.1 pts benchmark)
+1.7 pts
Message Association (vs. 0.6 pts benchmark)
+1.0 pts
Favourability (vs. 0.5 pts benchmark)
Campaign Objective
OMO, also known as Persil, is one of Unilever’s most iconic and best-selling laundry brands. OMO carries a global legacy while maintaining strong cultural relevance in LATAM.
Through the lenses of our creators, we wanted to showcase the efficacy of OMO “Absolute White”, demonstrating its ability to restore brightness, deliver up to 3 shades of whiteness, and simplify laundry routines. The goal was to connect with younger audiences through high-impact, platform-native storytelling.
The campaign was set out to:
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Visually highlight product performance through before-and-after storytelling.
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Position OMO as the go-to solution for white clothes.
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Spark engage net with a culturally relevant trend.
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Reinforce the brand’s core message, “Absolute White = OMO”
execution
This campaign was developed through Culture Sessions methodology: combining insights, co-creation, and agile production:
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Cultural insights powered by Trope and WINNIN helped shape a strategy rooted in platform behaviour and visual trends.
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Co-creation workshop with Meta, Unilever, and creators to align on message, tone, and storytelling angles.
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Assets were delivered in multiple formats tailored for Instagram, optimised for Reels, Stories, and Feed.
Inspired by the viral “blue & black vs. white & gold dress” illusion, the campaign reimagined the trend: “Is it yellow… or is it just in need of OMO?” This playful ambiguity became the creative hook to drive home OMO’s whitening power.
RESULTS
Across five assets (one hero video + five short videos), the hero video alone garnered 53.8 M views, and together the campaign drove high engagement and strong brand lift through a smart trend remix and culturally aware execution.
