Seeing social media content appear at exactly the moment a desire or plan comes to mind is one of the great mysteries fuelling countless online conspiracy theories, “Is my phone listening to me?”.
OMO, Unilever’s leading fab clean brand, present in seven out of ten Brazilian households, is tapping into this cultural curiosity with a creative and strategic remarketing campaign created by Droga5 to re-engage consumers with discount coupons for Persil Wonder Wash – Short Cycles (in Brazil: OMO Ciclo Rápido), almost as fast as a washing machine short cycle itself.
OMO/Persil campaign
OMO’s strategy focuses on reaching consumers who have already interacted with the brand on social media, whether through its owned channels or content created by its influencer squad.
To make the campaign even more playful, OMO encourages followers to say the product name out loud three times and “ask their phones” for Persil Wonder Wash – Short Cycles coupons, reinforcing the popular myth that electronic devices listen to conversations and then serve up content aligned with people’s interests, preferences and desires.
Based on consumer interactions with OMO’s official channels and creators platforms, the brand leverages robust data sets to deliver Buy 2, Pay for 1 discounts via iFood through December 18, or while supplies last.
The promotion applies to Persil Wonder Wash – Short Cycles 750 ml, a product that delivers unbeatable cleaning and fragrance in just 15 minutes.
Since December 15, influencers including Thais Linares, Paulo André and Diego Cruz have joined the conversation, “testing” the theory on their own social platforms by saying the product name out loud to their devices and encouraging followers to do the same.
“We’re very excited to launch this fun and innovative campaign”, said Mayara Aliprandi, Marketing Manager at Unilever.
“Who hasn’t talked about a product or topic and then immediately seen an ad about the exact same thing?” .
Despite the ironic tone and playful take on the idea that phones listen to people’s conversations, the campaign is backed by a robust remarketing strategy developed by agency Cadastra.
The initiative aims to reach as many consumers as possible, while also leveraging the influence of OMO’s creator squad and the strong performance Persil Wonder Wash – Short Cycles has seen since its launch in July in Brazil.
“Creating marketing strategies that are part of everyday conversations in Brazil and campaigns that people truly identify with will always be our goal,” Aliprandi added.
“At OMO, we understand that to connect with consumers, we need to be part of culturally relevant movements that are present in their daily lives. That’s how we demonstrate brand value and drive product sales”.