Unilever · Home care · AI Contest · One month
Scent as a personality test — and 4,000 women took it.
OMO Matic Comfort wanted to be more than a cleaning claim. We built an AI contest that read a woman's layered character through the fragrance she chose, turning a fabric softener into a piece of self-expression she wanted to publish.
The campaign
"Cùng A.I giải mã đa tầng hương — đa tầng tính cách"
With AI, decoding multi-layered fragrance — and the multi-layered personality behind it.
Objective 01
Make the message personal
Every woman carries several layers of personality, and that is exactly what makes her beauty her own. OMO's role was to honour those layers and give her a way to explore them.
Objective 02
Generate UGC at volume
Not reach for its own sake — user-made content, so the message travelled by itself and brand love grew with it.
Choose your scent. The AI tells you who you are.
Three fragrance worlds, three characters: Sang Chảnh — elegance that runs in the blood. Ngọt Ngào — sweetness at the core. An Nhiên — serenity by nature. The result was a shareable identity card, not a product ad, which is why people posted it themselves.
Our role
What Admicro owned.
Strategy & creative
Idea, consultancy and execution
We originated the contest concept, advised the brand on it, and ran the execution — built on a working understanding of the platform mechanics and how the audience actually behaves on them.
Delivery
Committed KPI and risk management
We carried the committed KPI, and managed campaign risk throughout — the part that matters most when a global FMCG brand puts its name on a user-generated mechanic.
The film
Carried by Kenh14.
The campaign film ran on Kenh14, VCCorp's flagship youth channel — one of the owned properties that lets a campaign like this reach scale without buying it.
Results
One month, 30% past the number.
A fabric care brand got 4,000 women to describe themselves in public — and sign the description with its product.
Keep reading
More work in women & family.
Each of these ran in the same market, through the same owned publisher, community network and KOL bench.
Social Athena — Women & Family Practice