Cannes Lions

Power of sOMOs

MULLENLOWE BRASIL, Sao Paulo / UNILEVER / 2022

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Overview

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Overview

Background

Because of the economic crisis emerged during the Pandemics, people couldn’t afford to donate to “Criança Esperança”, one of the biggest social programs in Brazil.

Since donations are its main source of income, we came up with a new way for people to help: we partnered up with DJ Alok and Melim (Brazilian band) and launched a song that donated to the program all its copyright profits.

That’s how OMO allowed people to donate to “Criança Esperança” just by listening to a song.

Idea

OMO, the biggest Brazilian brand for laundry detergent, had been promoting the importance of collectivity with the “Power of sOMOs”, a campaign that turned the brand’s name into the Portuguese word for “we are”.

The economic crisis emerged from the Pandemic caused solidarity donations to drop drastically. People wanted to do something but couldn’t afford.

So we came up with a project that enabled them to help with a new way to donate: just by listening to a song.

We found two great artists that had never worked together and invited them to create a song about the power of collectivity. And so they did: “Somos” was a success and together, we turned the copyright profits into donations and helped more than 26 thousand children in Brazil.

Strategy

People usually think that helping takes time and money.

Our strategy was to show them that supporting others could be easy, fun and with no cost.

And to accomplish it, we just turned the act of listening to a song into a way to donate and help others.

Execution

Since 2020, OMO had been promoting the importance of collectivity OMO, with the “Power of sOMOs”, a campaign that turned the brand’s name into the Portuguese word for “we are”.

In 2021, we managed to turn this theme into a song.

It was released on July 15th. We used the artists’ network and different streaming services.

On August 23rd, the artists performed on the biggest TV channel in Brazil, Globo. Before it, the artists invited their followers to listen to the song on their social media and in different TV shows.

The song was played all over the country on radio, TV, parties, malls, stores and streamings.

Outcome

More than 87 million people were impacted by the project with more than 260 million impressions and 2.2 billion impacts.

The song was played for more than 140 thousand hours and it appeared in more than 5 thousand playlists.

But the most important is that it helped more than 26 thousand children in Brazil.

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