Topic digital marketing strategy of the omo brand in the campaign “dirt is good”

VIETNAM - KOREA UNIVERSITY OF INFORMATION AND COMMUNICATION TECHNOLOGY FACULTY OF DIGITAL ECONOMY AND E-COMMERCE VKLI II ‘Gap FINAL REPORT COUSE: DIGITAL MARKETING TOPIC: DIGITAL MAR

VIETNAM - KOREA UNIVERSITY OF INFORMATION AND

COMMUNICATION TECHNOLOGY FACULTY OF DIGITAL ECONOMY AND E-COMMERCE

VKLI

II ‘Gap

FINAL REPORT COUSE: DIGITAL MARKETING

TOPIC: DIGITAL MARKETING STRATEGY OF THE OMO BRAND

IN THE CAMPAIGN “DIRT IS GOOD”

Instructor : Dr Le Phuoc Cuu Long Implementation group

1 Nguyen Thi Thanh Tam —22BA089

2 Le Thi Thanh Nga — 22BA052

3 Nguyen Ngoc Nhi — 22BA071

Da Nang, June 2024

VIETNAM - KOREA UNIVERSITY OF INFORMATION AND

COMMUNICATION TECHNOLOGY FACULTY OF DIGITAL ECONOMY AND E-COMMERCE

VKLI

II ‘Gap

FINAL REPORT COUSE: DIGITAL MARKETING

TOPIC: DIGITAL MARKETING STRATEGY OF THE OMO BRAND

IN THE CAMPAIGN “DIRT IS GOOD”

Instructor : Dr Le Phuoc Cuu Long Implementation group

1 Nguyen Thi Thanh Tam —22BA089

2 Le Thi Thanh Nga — 22BA052

3 Nguyen Ngoc Nhi — 22BA071

Da Nang, June 2024

TEACHER COMMENT

Instructor

Dr Le Phuoc Cuu Long

ACKNOWLEDGEMENTS Throughout the study and research of the "Digital Marketing" course by

Dr.Le Phuoc Cuu Long, Faculty of Digital Economy and E-commerce,

University of Information Technology and Communications Viet Han, our

team has successfully completed the report Along with our own creativity and

exploration, we have also received valuable discussions and guidance from our

instructor, Dr Le Phuoc Cuu Long Throughout the teaching process, he has

always been dedicated and enthusiastic in delivering useful knowledge,

providing straightforward and sincere feedback and suggestions, enabling us to

draw additional lessons for ourselves The knowledge accumulated through our

learning process has not only served as the foundation for our practical work

but also as valuable assets to confidently step into the future

Although the topic was completed in a short period and lacked practical

experience, resulting in limitations in our knowledge and experience during the

research and report implementation, we hope to receive comments, evaluations,

and contributions from our instructor to gain insights and prepare better for

future course reports

Our team sincerely thanks our instructor for his guidance and support!

INTRODUCTION

The development of the Internet over the past decade is one of the most widely

used examples to explain globalization Perhaps there 1s no one who is

unfamiliar with the OMO laundry detergent product from the Unilever

conglomerate And we also know that once a brand captures the minds of

consumers, its ultimate goal is to capture their hearts This holds true for OMO

- the leading laundry detergent brand in the Vietnamese market This is one of

the key reasons that attracted us to study and research this product

In today's modern society, laundry detergent 1s an essential consumer product

for every household As living conditions improve, the demand for quality

products also increases Therefore, OMO has made laundry chores for

housewives simpler and easier And after gaining widespread support from

customers, OMO continues to build its image as a friendly brand that cares

about the community Consequently, OMO is growing stronger and becoming

the top choice for most Vietnamese families

Achieving such success undoubtedly reflects the business's accurate assessment

of the importance of digital marketing strategies as well as its ability to develop

appropriate and effective marketing campaigns A prime example is the “Dirt is

good” campaign that our team decided to study during this course Due to our

limited knowledge and the need for more refined analysis, we sincerely

welcome feedback from our instructors and peers

TABLE OF CONTENTS

ACKNOWLEDGEMENTS Q.1 1212110110111 1111111111111 11 11 H1 H1 HE ktg ]

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LIST OF PICTURES, TABLES T1 12111111111 1211121111111111201 1011111 Vv

CHAPTER 1: GENERAL INFTRODUCTION S2 22221222212 ssszsrre 1

1.1 General mmtroduction to Unilever VIetnam -.- 52c cc2cc+2s s22 1

In ae 3

1.2 About OMO brand 4

In e 4

1.2.2 VISION 4

1.3 Introduction to OMO's "Dirt is Good" Campaign cece cee 4 CHAPTER 2: DIGITTAL MARKETTNG ENVITRONMENT ìà 22 7 2.1 An overview of the diprtal landscape - 0 2 22 122212222112, 7 2.1.1 The differences between online and offline marketing concepts 7

2.1.2 The key benefits of dip1tal marketing - : 5-2222 ccssss2 9 2.2 Opportunities of digital marketing - 2c 212211121121 11211221 22x22 11 2.2.1 The importance of customer insight and understanding in developIng effective dieital marketing acfIVIties - -cc s25: 11 2.2.2 Rise of online consumer DOW€T 1 22 211222112211 115 221 re 12 2.3 Challenges and impacts of digital marketing cece ees 12 2.4 Digital Marketing tools, platforms and channel ccc eee 14 DAL SEO aa AA 14 24.2 SEM — 14

2.4.3 Social media and viral marketing - : c1 122213211212 2zxcses 14 2.4.3.1 Social media marketing ¿+ c2 2211122211211 15521122 xe2 14 PB VÀ (ro nh hA 14

2.4.4 Email and mobile marlketin8 - : c2 2222211211 1211211251 22 cs+ 14 2.4.4.1 Email marke€tIng - : c 1211121121112 211 1921111511112 12k ray 14 2.4.4.2 Mobile marketing - c1 c1 11211122112 11211 1521111811111 1 cay 15 2.4.5 A Filiate marketing 12c 2c 2212112211211 112211 1111111211112 811 11x52 15 2.4.6 Online public reÌatIofl§ - 222 22212211211 121 2112211551111 2 1112 x52 15 2.4.7 Influencer marketIng - ¿c2 2212211123151 12212 1118111511111 111 x56 16 CHAPTER 3: THE ANALYSIS OF THE DIGITAL MARKETING 0.2102.216) 0010 4ä 17

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3.2 gi <1 17

CĐ U)((0)0-010)/-7000/.00172.-.ay 18

B.A, Strate Sy ae 19

3.5 Digital marketing channels in the “Ngai gì vét ban” campaign 21

3.5.1 Patd median na 21

3.5.1.1 Television advertising (TÏVC) 2c St n2 21122 rrey 21 3.5.1.2 Social media adveftISInB c1 211211121112 12 tre 22 3.5.1.3 Qutdoor adV€TtISINB - 0 1120121112112 1117111221112 ngờ 23 SP n1 23

3.5.3 Earned meHa - - c2 2 12212211121 1121 15511111 1111111 2 1118111821121 xk 24

3.6 ImplementiOH - 12c 2201211121121 1111 11211811101 11821 11111111011 19811118 kg 24

CHAPTER 4: EVALUATIONS AND RECOMMENDATIONS 26

4.1 Conclustion for Strenpths and Weaknesses c c c2 26

Anh nh 26

4.1.2 Weaknesses 26

4.2 Lessons learned and suggest content to improve your campaign 27

4.2.1 Lessons learned cece c1 112112 1122110110111 101111111115 011 121 1 kg 27

4.2.2 Recommend - c2 1112111211111 12 112211011181 1111111 11111 1E Ea 27

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LIST OF PICTURES, TABLES List of pictures

Picture 1 Logo UNILEVEE L1 HH1 2111111121112 1111111 1111111 rệt 1

Picture 2 Unilever Vietnam's 7-year revenue ccc cece escent eetentenses 2

Picture 3 OMO stain campalen pOSf€F - ác 2 222 122 2121111112122 19

Picture 4 TVC of “Dirt Is øood” campalgn - c2 c2 seg 21

Picture 5 Viral clip “An nut nho tha giac M0" ieee cá c2: 221 2+ 2212 xzx2 23

PIicture 6 OMO print ads on the “Dirt 1s pood” campalgn 23

Picture 7 Website of OMO brand - c0 2211211111121 12 211111112181 1e greg 24

List of tables

Table 1 Product system of the company - 22c 121 12v 222119 cay 3

Table 2 Introduction to Unilever's investment in Viettam - - 4

Table 3 The differences between online and offline marketing concepts 7

CHAPTER 1: GENERAL INTRODUCTION 1.1 General introduction to Unilever Vietnam

II General introduction

- Company name: UNILEVER VIETNAM INTERNATIONAL LIMITED

the field of fast-moving consumer goods, including personal and home care

products, foods, teas, and tea-based beverages Unilever operates in over 190

countries and territories, committed to enhancing the quality of life for people

around the world through its products and services Its well-known brands,

such as Lipton, Knorr, Cornetto, Omo, Lux, Vum, Lifebuoy, Dove, Close-Up,

Sunsilk, Clear, Pond’s, Hazeline, and Vaseline, generate millions of dollars in

revenue each, proving Unilever as one of the most successful companies in the

consumer health care business As a multinational company, expanding its

business and establishing numerous branches worldwide to dominate the global

market is one of Unilever's objectives

Unilever Vietnam was established in 1995 as part of Unilever's overall

strategy Unilever Vietnam essentially comprises three separate companies: the

Lever Vietnam Joint Venture based in Hanoi, Elida P/S in Ho Chi Minh City,

and Best Food, also in Ho Chi Minh City Unilever Vietnam currently operates

five factories in Hanoi, Cu Chi, Thu Duc, and the Bien Hoa Industrial Zone

Additionally, the company collaborates with many domestic factories and

enterprises 1n production, supplying raw materials, and packaging finished

products Unilever's famous products, along with traditional Vietnamese brands

like Viso and P/S, have been widely introduced With superior quality and

reasonable prices suited to the Vietnamese consumer's budget, these brands

have quickly become some of the most widely consumed goods in the

Vietnamese market

On average, Unilever Vietnam's sales and profits have increased by

approximately 30-35% per year since its projects became stable and profitable

If in 1995 the company's sales were USD 20 million, in 1996 they were USD

40 million, by 1998 sales had reached USD 85 million, and by the end of 2002,

sales were approximately USD 240 million With such a rapid growth rate,

Unilever Vietnam has proven itself to be the most successful foreign company

promotion of its products in the Vietnamese market Within a short period

since the company launched its first product, Sunsilk shampoo, followed by

other products like OMO, Clear, and Vim, these brands have become ingrained

in the minds of Vietnamese consumers and are considered first when

purchasing personal and home care products The company's products are

widely known across the country, with branches and wholesale and retail

distribution agents springing up rapidly at an astonishing rate

1.1.2 Business areas

- Product system of the company:

Table 1 Product system of the company

1 Comfort: Fabric 1 Shampoos: 1 Teas:

3 Cleaners: 2.Conditioners: + Beef soup

+ Vim 3 Skin care creams + Knorr — Phu

+ Pond’s Quoc fish sauce + Hazeline

+ Vaseline 3.Toothbrushes and toothpaste

+ Close - up +P/S + C-Up toothbrush + P/S toothbrush 5.Bath soaps and body washes:

+ Lux + Dove + Lifebuoy

Over the past 10 years, the company has invested more than 200 billion

VND in collaboration with the Ministry of Health, the Ministry of Education

and Training, and local authorities to implement several major long-term

programs in healthcare, education, poverty alleviation, and disaster prevention

Unilever's products have deeply ingrained themselves in the minds of

Vietnamese families when choosing consumer products for their households

By 2001, the company had 150,000 distribution agents The average annual

market share growth rate was over 7%

Table 2 Introduction to Unilever's investment in Vietnam

Omo has gone through the days of promoting its products, and is now at a

more advanced stage of strengthening its brand and continuing to build trust

from customers Omo is aiming to become the leading brand in the powder

market with the criterion of dedicated care and care for children's development

1.2.2 Vision

Omo aims for effective, high-quality, and safe products for consumers to

bring customers a more ideal new life It 1s clear that since then, Omo's

products to consumers have always followed the optimal response for

customers, towards a common purpose of bringing health, comfort and beauty

to people

1.3 Introduction to OMO's "Dirt is Good" Campaign

The "Dirt is Good" campaign by OMO is a standout marketing initiative

aimed at changing the perception of dirt in everyday life With the message

"Dirt is Good, Great Things Start from Dirt," the campaign encourages children

to participate in outdoor activities and explore the world around them without

worrying about getting their clothes dirty Through creative advertisements,

outdoor events, and collaborations with educational organizations, OMO not

only raises parents’ awareness about the importance of allowing children to

freely experience but also strengthens the brand's market position This

campaign has received positive feedback from the community, contributing to

the comprehensive development of children and affirming OMO's commitment

to accompanying Vietnamese families

This campaign not only marks a breakthrough in OMO's market approach

but also brings a fresh perspective on family care and child-rearing

In the context of modern society, protecting children from external dangers

and maintaining a clean environment are top priorities for many parents

However, this inadvertently confines children to narrow spaces, limiting their

opportunities to explore the natural world and develop comprehensively

through outdoor activities Recognizing this situation, OMO, a leading

detergent brand under Unilever, initiated the "Dirt is Good" campaign to

change parents’ perceptions of dirt and encourage children to engage in outdoor

activities

"Great things start from dirt." This message emphasizes that dirt 1s not

negative but a sign of children's exploration, learning, and experience OMO

wants parents to understand that allowing their children to participate in

outdoor activities, play, and even get dirty is an essential part of their

comprehensive development Dirt on clothes can be easily washed away, but

the experiences and lessons children gain from playing will stay with them for

life

CHAPTER 2: DIGITAL MARKETING ENVIRONMENT

2.1 An overview of the digital landscape

2.11 The differences between online and offline marketing concepts

- Online marketing: Online marketing is the process of selling products or

goods through online channels like social media, ads, and e-mail

- Offline marketing: Offline marketing is the process of selling products or

goods through offline channels like print ads, telemarketing, etc

lable 3 The differences between online and offline marketing concepts

Online marketing is generally focus

on content

Online marketing includes third party like media, web content, search e- mail, social media

Online marketing communicates customers with e-mails, chat, social media

Target audience met at one place

It is cost effective

It helps in directly reaches out to the professionals of the industry and market

Prospective buyer cannot visible

Less people to manage

The tools such as Google webmaster tools, AdWords information center, and other tools, can be used to check view rate, conversion rate, and

Offline marketing is generally focus on product

Offline marketing includes mass media, phone center, telephone

Offline marketing communicates with customer with their mobile number and staff

Target audience is scattered

It is high marketing cost

It does not directly reaches out to the professionals due to some barriers

It directly visible to their prospective buyer

Large people to manage

Here, is the challenging task of measuring the success of print, radio, and television advertising because it is uncertain whether an

In online marketing, you can sell a product all across the world without even opening local stores No need

to keep large stocks It ensures global exposure

Internet marketing has no time constraints Customers can visit your website at any time and purchase your items or services

Online marketing helps you in growing your business by targeting a specific group of customers with a specific offer You can also target a certain group of people for promotions

Various ways of Online Marketing

- Affiliate marketing

- Social media marketing

- Word of mouth marketing

Here, you can only expect sales or clients once your store 1s open

It is quite a challenge to unplement these types of strategies in offline scenarios

These tactics can only be used by small businesses to retain clients

Various ways of Offline Marketing

2.1.2 The key benefits of digital marketing

- Digital marketing is cost-effective:

One of the biggest benefits of online marketing is that it is cost-effective

Digital marketing helps you save money and obtain more leads With

traditional marketing methods, it’s difficult for small-to-mid-size businesses to

compete with larger companies Big businesses have the money to allocate for

TV ads, radio spots, and more This makes it hard for small businesses to

compete with these larger companies Digital marketing, however, puts

businesses on the same playing field It 1s an affordable way to market your

business to interested consumers Many digital marketing and advertising

methods are budget-friendly

- Digital marketing is measurable:

Anytime someone explains digital marketing, they talk about its

measurability When you invest money into a marketing campaign, you want to

track the results of the campaign It’s important to know if a strategy is driving

results that help your business grow One of the most significant benefits of a

digital marketing strategy is the ability to measure your results While

traditional methods can be extremely effective, it’s hard to measure that

effectiveness There is no clear way to track the ongin of leads with traditional

methods without asking every person that visits your business

- Digital marketing allows targeting ideal customers:

To have an effective marketing campaign, you must reach the right people

You have to reach people interested in your business and that want to hear from

you Out of all the perks, the most significant advantage of online marketing is

the ability to target people specifically Targeting people with traditional

marketing methods 1s difficult Generally, your message goes to everyone in

hopes of reaching people interested in your business It’s a challenge to obtain

enough leads to justify your marketing costs With digital marketing, you reach

people interested in your business You can specifically target consumers with

Interest in your company, services, or products

- Digital marketing allows you to reach people at the start of the buying

journey:

When shoppers start looking for a product, it’s crucial that you make an

impact early You want them to get familiar with your business and choose

your company over the competition The benefits of digital marketing include

being able to help you reach people at the start of the buying journey People

often turn to the Internet at the start of the buying journey They begin to

research and look for a product or service that fits their needs If you offer the

product or service they want, it’s the right time to make a positive impact Your

audience is looking to learn more about products or services to educate

themselves By utilizing online marketing, you can direct these users to your

page to provide them with the information they need

In doing this, you build brand exposure These users find your profile and

learn more about your business Whether it’s through your social account or

content, you'll expose people to your company and brand Even if leads don’t

convert right away, they will remember your business It will make an impact

on them early in the buyer’s journey When they get closer to the conversion

stage, they will remember your company and choose your business over the

competition

- Digital marketing enables you to make changes as you go:

One of the biggest benefits of digital marketing is that you can make

changes as you go This is unique to digital marketing With traditional

methods, you can’t make changes once you’ve committed Once your flyers or

your billboard is up, you can’t alter the ad until the end of your campaign This

1s hard on your budget because you can’t change your campaign when it’s live

to drive better results

- Digital marketing improves your conversion rate:

Perhaps one of the most notable benefits of digital marketing is the

improvement of your conversion rate When you invest in online marketing

strategies, like conversion rate optimization (CRO), you can Increase your

conversion rate This is due to your ability to target more specific leads When

you focus on people more likely to be interested in your business, you increase

your chances of earning a conversion Your company earns more conversions,

which helps you grow

2.2 Opportunities of digital marketing

2.2.1 The importance of customer insight and understanding in developing

effective digital marketing activities

Understanding customers plays an important role in developing digital

marketing activities effectively Here are the main reasons:

- Identify your target audience:

In the field of Digital Marketing, understanding your customers is an

important factor in identifying your target audience This requires mastering

information about their interests, needs, behaviors, and desires From this

understanding, businesses can focus and optimize digital marketing activities to

reach the right potential audience, while avoiding wasting resources

- Personalize the customer experience:

In this day and age, personalizing the customer experience has become an

important element in business strategy Customers not only want to shop, but

they also want to interact and experience the service in their own way

Understanding your customers helps you provide content, products, and offers

that are tailored to each user's personal preferences and needs

- Increase conversion rates:

To achieve this, it is extremely important to understand the customer's

shopping journey Based on this information, businesses can build the nght

digital marketing strategy to motivate customers to take the desired conversion

actions, such as making a purchase

- Building long-term relationships with customers:

Understanding customers helps businesses build long-term and strong

relationships with customers Businesses can actively interact with customers,

answer questions, provide after-sales support, and take care of customers

effectively As a result, customers will be more attached to the brand and return

to purchase in the future

- Optimize your budget

When you understand your customers, you can allocate your marketing

budget wisely and spend less on digital marketing than with traditional

marketing campaigns Businesses can focus on marketing channels that are

suitable for the target audience, avoiding wasting budget on ineffective

channels

2.2.2 Rise of online consumer power

In the digital age, the rise of online consumers is creating an important

trend To be successful, businesses need to seize this opportunity and develop

an effective digital marketing strategy Here are the opportunities of increasing

the power of online consumers:

- Access to a wide market