Client: Unilever Nigeria Plc

Project: New Omo national launch (PR and Experiential Marketing)

Synopsis: In August 2008, the management of Unilever Nigeria Plc contracted Marketingmix specifically to deliver a result oriented PR and brand promotion support for the launch of a new national campaign for the Omo brand. This was to be activated in two phases – media launch and national brand promotion road show

Situation Analysis: The Omo brand has over the years enjoyed an undisputable high popularity rating and acceptance in the Nigerian market, according it a generic status in the detergent market. But in recent times the brand has been facing a major challenge in the market, losing a substantial market share in the process and contending with major competition, especially with the enormous market penetration of Ariel.

The Challenge: The task was to recover the lost share moving from 22% to 25% by positioning Omo as the most effective washing detergent in the country and registering it in the hearts and minds of the target market through a well coordinated PR strategy. The brand was also to be positioned and promoted as customer-friendly. We were challenged to create visibility and acceptance for the brand in the target market and with achieving competitive parity, especially in the Lagos area and the south east states, and thereafter sustain market leadership.

Our Strategy: We created top-of-the-mind awareness by amplifying the brand’s message through direct marketing and new media channels

Tactics:
• Awake: A TV/radio-adapted short drama involving housewives
• Inspire: Media launch and spin communication of special features on the subject in select women interest publications
• Provoke: Public communication of credible endorsement by eggheads from government regulatory organs and other notable celebrities
• Engage: Road show, strategic activations, market storming etc, backed with heavy print and broadcast media coverage

Results: PR delivered maximum coverage for the activations, with quality broadcast and print news mentions. The timely hook garnered in the media ensured great exposure for the brand, and this largely contributed to the brand winning the detergent category of The USP Consumer Brand Awards (COBRAA), with established brands as nominees. More than ever, our campaign helped in bridging the missing link, bonded the consumers with the brand and renewed their conviction in the Omo superior quality. While the campaign was ongoing, Unilever appointed MarketingMix as the PR consultancy firm to manage all its home and personal care brands.