Introduction
OMO is a globally renowned laundry detergent brand that often uses unorthodox and innovative advertising strategies. The brand has been present in the laundry care industry for over 64 years and was voted the most trusted brand by Australian consumers in 2023 (Reader’s Digest Australia, 2023). One of the brand’s most memorable advertising campaigns was the “Dirt is Good” (DIG) concept.
The essence of DIG is to challenge the traditional thinking according to which advertising strategies are developed. OMO undermines the traditional consumer view of dirt by claiming it is a natural part of a child’s development and learning through “real play, games, recipes, and arts and crafts” (Dirt is Good, n.d., para. 2). This approach allowed us to effectively influence the target audience of the brand, gaining a competitive advantage in the category. Among OMO’s main competitors in the Australian market are Dynamo and Cold Powder (Reader’s Digest Australia, 2023). However, the brand manages to maintain the prevailing market share through positioning and effective communication strategies.
Objectives
The objective of OMO’s Sustainable Living Plan is to improve the health and well-being of people around the world while reducing its environmental impact. This campaign aligns with the SMART criteria – Specific, Measurable, Achievable, Relevant, and Time-bound (Client Brief, n.d.). Firstly, Omo’s objective for this campaign is specific; the company aims to reach one billion people by 2020 with messages about hygiene and sanitation through its Lifebuoy soap brand. By targeting a specific number of individuals, OMO ensures that it can measure the impact of its campaign accurately (Client Brief, n.d.). Secondly, the goal is measurable since OMO regularly collects audience data and analyzes key indicators of sustainability, like plastic use, water consumption during product use, and packaging recycling capabilities (Home, n.d.). These indicators are measurable through additional product research and analysis of consumer behavior.
Thirdly, OMO’s objective is achievable; with a global presence and an extensive distribution network, the company has the resources necessary to reach many people within a specific timeframe. Fourthly, the objective is relevant to the brand’s corporate goals, sustainability policy, and social responsibility approach (Home, n.d.). Today, the company’s priorities are to offer the audience a quality product with minimal negative impact on the environment. Lastly, the objective is time-bound, aiming to reach one billion people by 2024 (Iglesias et al., 2023). By setting a specific deadline, OMO creates a sense of urgency and ensures that the campaign remains focused and on track.
OMO also aims to build trust among its target audience through transparent communication. In recent years, there has been an increasing demand from consumers for companies like OMO to be more socially responsible and environmentally conscious (Client Brief, n.d.). Therefore, one of the communication objectives for OMO’s ad campaign is to highlight their commitment to sustainability.
Target Audience
By focusing on children in the “Dirt is Good” campaign, the brand has clearly defined its target audience. They are families with children aged 3 to 12, most often women over 30 years old. OMO actively appeals to the importance of a child doing different activities, “which benefits children in mental, physical and social development” (Reader’s Digest Australia, 2023, para. 1). OMO focuses on sustainability-conscious consumers who prioritize eco-friendly products.
In addition, by understanding the parents’ philosophy, the company appeals to the audience at the expense of the safety of health products. For this, various points of contact with the audience are usually used, including video clips, social media advertising, and visual advertising in stores. Given the specifics of the target audience, OMO actively uses social networks for brand promotion and advertising campaigns (Ghaffari et al., 2019). It is possible because parents often spend time on Facebook or online forums discussing topics related to their children.
Therefore, the primary target audience of the DIG campaign is adults, parents, and guardians who want their children to be at their prime. The main audience includes parents for whom the overall development of children is a priority. Such parents should understand the importance of the activities that are carried out through play and should not be afraid that their children will get dirty during the study of the world (Client Brief, n.d.).
In addition, the advertisement is aimed at caregivers, including grandparents, as well as other relatives, who want to give children the best. Finally, the campaign is also useful for educators who want to diversify the school curriculum and give children more freedom of action. In this way, the motto that motivates children not to be afraid of discoveries in any way will enable them to develop and become more sustainable in the future. Understanding this audience allows the advertising efforts of the company to be directed in the right direction in order to correspond to the goals of advertising.
Research Findings
One of the key implications is the importance of understanding consumer needs and desires. Analysis of the data showed that consumers justify their choice in favor of OMO for child safety and a sustainable approach (Reader’s Digest Australia, 2023). However, a company can improve its interaction with the target audience by analyzing their needs and preferences and adapting its product offerings accordingly. Difficulties on the way to achieving the set objectives can be the limited target audience of the brand, as well as the pricing policy. OMO products are slightly more expensive than similar Dynamo and Cold Powder products, which are major competitors in the Australian market (Reader’s Digest Australia, 2023). This can lead to a decrease in the company’s market share and revenue.
Key Consumers Insights
Consumers want a laundry detergent and a brand that shares their values and social position. The sustainable policy of Unilever and OMO as their flagship product in this category in the Australian market is resonating with society (Lawrence et al., 2019). OMO has not only exceeded customer expectations but also established itself as a market leader by addressing this trend straight on. In addition, the DIG campaign appealed to the key interests of parents, such as the education and well-being of their children, as well as the bonding experience for parents and children (Home, n.d.). These messages go beyond thinking of OMO as a regular laundry detergent; they appeal to essential concepts like family, education, and social and environmental awareness.
Drawing from preceding research about OMO’s case provides valuable insights into the consumer, product, company, and competition dynamics. The emphasis on sustainability and innovation allows OMO to meet evolving consumer needs while building brand loyalty. Moreover, the “Dirt is Good” concept has become a significant tool for influencing customer behavior. As an ironic slogan for a brand that specializes in cleanliness, DIG has become a compelling message. In fact, by stating that “dirt is good”, OMO forced the audience to verify this statement personally (Ghaffari et al., 2019). At the same time, this slogan could become quite risky if the brand does not achieve the appropriate product quality.
These key insights are important because they highlight why a company’s strategies are important for its continued success and serve as valuable lessons for other companies operating in the consumer goods sector. The OMO marketing strategy is based on understanding the target audience and the persuasiveness of statements through a creative approach (Ghaffari et al., 2019). Understanding these insights is critical to developing further advertising strategies and maintaining brand reputation.
Advertising Strategy Statement
With this understanding of the research findings and consumer insights, the following advertising strategy statement can be formulated:
“Our advertising strategy aims to position OMO as a leading provider of sustainable and eco-friendly products while offering personalized experiences for our consumers”. The first part of the advertising strategy focuses on positioning OMO as a company committed to sustainability. It can be achieved by highlighting the company’s efforts in reducing the use of plastic, reducing water consumption during washing while maintaining efficiency, offering refilling, and promoting recycling (Home, n.d.). The advertising campaigns should emphasize the company’s dedication to preserving the environment and creating a better future for generations to come.
In addition to sustainability, our advertising strategy also focuses on offering personalized experiences for consumers. This goal can be achieved by leveraging technology and data analytics to understand consumer preferences and tailor product offerings accordingly (Rizkovic, 2022). The ‘Dirt is Good’ (DIG) advertising strategy emphasizes the importance of children’s play in nature to improve their learning. Our target audience is parents, caregivers, and educators who are committed to a new and different concept of child-rearing. Our strategy promotes the principles of environmental sustainability by reviving the spirit of researchers in children.
References
Client Brief. (n.d.). The backstory.
Dirt is Good. (n.d.). OMO. Web.
Ghaffari, M., Hackley, C., & Lee, Z. (2019). Control, knowledge, and persuasive power in advertising creativity: An ethnographic practice theory approach. Journal of Advertising, 48(2), 242-249. Web.
Home. (n.d.). OMO. Web.
Iglesias, O., Mingione, M., Ind, N., & Markovic, S. (2023). How to build a conscientious corporate brand together with business partners: A case study of Unilever. Industrial Marketing Management, 109, 1–13. Web.
Lawrence, J., Rasche, A., & Kenny, K. (2019). Sustainability as opportunity: Unilever’s sustainable living plan. In Lenssen G. G., & Smith, N. C. (Eds,), Managing Sustainable Business (pp. 435–455). Springer. Web.
Reader’s Digest Australia. (2023). OMO, Award winner: Category laundry detergents. Trusted brands Australia. Web.
Rizkovic, A. (2022). Plastic packaging waste management by L’Oreal and Unilever: A circular economy perspective. Journal of World Trade Studies, 7(1), 60–75. Web.