Action, created by Mynd in partnership with Unilever Home Care, made an allusion to the music video ‘Campo de Morango’
In addition to the TikTok Ad Awards, this Tuesday night (12) was also marked by the TikTok Awards, an award that celebrates the platform’s content creators.
Among the night’s attractions was singer Luza Sonza, who walked across the carpet in a white dress spotted with red. Afterwards, the artist went through Cleanipedia’s glass house and participated in an action with Omo to promote the launch of the brand, Omo Branco Absoluto, and washed her dress.
The action, created by Mynd in partnership with Unilever Home Care, also made an allusion to the music video for the song ‘Campo de Morango’.
“We thought this would be the perfect ending to the story that began to be told with the video ‘Campo de Morango’. At the time of its release, it caused a lot of comments on social media, so we knew that the fact that Lusa arrived all dirty in an award the size of the TikTok Awards would cause even more buzz. Together with Unilever Home Care, we defined that it would be the ideal action to reverberate the full power of OMO Branco Absoluto on the internet”, stated Ftima Pissarra, CEO of Mynd.
Throughout the awards, the Cleanipedia house hosted several personalities and featured a presentation by Thaynara OG and Rafa Uccman, who spoke with singer Joelma, Mrcia Sensitiva, Pequena Lo, Lucas Guedez, Malu Borges, Joo Pedrosa, Sarah Aline, Douglas, Feijhonys, Ari Dantas, Bruna Lohaine, among other talents who spoke about their relationships with the house and gave cleaning tips to the #Cleantok community.
The action was broadcast on the Cleanipedia channel and on the profile of the Fofoquei page on TikTok.
“Social media plays a very important role in this trajectory. At the time of the release of the music video ‘Campo de Morango’, by Lusa Sonza, several followers marked OMO’s page asking the brand to help the singer clean up that mess. As a result, We developed the action with this audience in mind, which makes everything go viral and, thus, showcases the attributes of the new Absolute White OMO”, added Adriele Gonalo, digital marketing commerce manager for home care at Unilever.
