Unilever’s OMO Wonder Wash saw 95% incremental reach across Amazon Ads

Goals

When the world's fastest man meets the world's fastest laundry detergent, magic happens. OMO leveraged Amazon's full-funnel capabilities during Prime Day 2024 to introduce Wonder Wash, their new-to-market 15-minute laundry solution, featuring global sprint legend, Usain Bolt.

OMO's "Dirt is Good" proposition has always carried a powerful message: live life to the fullest, knowing that OMO protects your clothing. In 2025, OMO wanted to establish itself as the leader in quick-cycle laundry innovation. With more consumers using the quick-wash cycle, they saw an opportunity to transform the category by introducing Wonder Wash, their first detergent specifically engineered for 15-minute cycles.

“The innovation is deeply rooted in consumer insight with 78% of consumers already using quick wash cycles at least once a week. This isn't a trend—it's an established behavior,” says Kate Westgate, Head of Marketing for Home Care at Unilever ANZ. “But here's the challenge: traditional detergents aren’t designed to work in such short cycles, this led to consumers having pain points such as malodor, which OMO Wonder Wash addresses with our Pro S Technology.”

The campaign aimed to drive both brand awareness and shopper engagement by reaching high-intent audiences at scale during Prime Day. OMO built this full-funnel journey by pairing Prime Video ads with performance-driven solutions, including a Prime Day sponsorship featuring a product detail page link, Amazon DSP creatives leading directly to the product page, and sponsored ads. Together, these formats helped carry customers from initial awareness to deeper consideration and ultimately to purchase during Prime Day.

By aligning with the convenience of the 15-minute cycle, OMO sought to showcase how the product fit seamlessly into fast-paced consumer lifestyles. And who better to partner on this campaign with than Usain Bolt: an embodiment of speed and performance, just like OMO Wonder Wash. This collaboration highlighted OMO’s innovative approach while creating memorable storytelling moments for engaged audiences.

Approach

With any new product launch, the ability to tell a compelling brand story that connects with audiences is critical. To capture attention and communicate the unique benefits of Wonder Wash, OMO leveraged Prime Video ads two weeks ahead of Prime Day, building awareness at scale with an authentic partnership featuring Usain Bolt. While the Prime Video ads did not include a direct call-to-action (CTA) the campaign was designed to bring customers further down the funnel through a coordinated mix of solutions. Alongside the Prime Video ads launch, OMO activated a Prime Day sponsorship on the Amazon.com.au homepage with a direct link to the product detail page, while Amazon DSP creatives and online video placements drove traffic to the same destination.

To maintain momentum and guide shoppers from awareness to action, OMO layered on remarketing strategies and sponsored ads throughout Prime Day week. This sequenced approach ensured that audiences exposed to the brand story through Prime Video ads could re-engage with retail-linked ad formats, ultimately moving from initial discovery to purchase consideration.

By the time Prime Day arrived, OMO had primed audiences with a strong story and doubled down with tactical formats designed to convert high-intent shoppers. This integrated strategy led to an 11% increase in branded searches year-over-year, showing how storytelling can drive measurable engagement.¹

"Through Prime Video's premium placement, we were able to showcase the partnership between OMO Wonder Wash and Usain Bolt in an authentic and entertaining way," explains Maria Gudino, Digital & Data Lead, Australia New Zealand at Unilever. By highlighting both speed and convenience, the campaign reinforced OMO’s “Dirt is Good” proposition while entertaining audiences and encouraging trial.

Results

Understanding the true impact of multi-solution campaigns has long been a challenge for marketers. For OMO's Wonder Wash launch, Amazon Marketing Cloud (AMC) provided valuable visibility into how different advertising touchpoints worked together to drive consumer engagement.

AMC's analysis revealed a compelling narrative about the power of integrated advertising. Customers exposed to OMO's full-funnel campaign, which combined upper-funnel awareness tactics like Prime Video ads with lower-funnel activations including sponsored ads and display retargeting ads, were significantly more likely to engage with the product, with Detail Page View conversion rates increasing compared to those who saw single-format ads alone.²

"What made AMC's insights particularly valuable was understanding how different solutions complemented each other," explains Gudino. "We could see exactly how Prime Video ads worked in concert with display, online video, and our Prime Day Sponsorship to move customers through their purchase journey. The insights showed that this integrated approach also helped us achieve a 94.7% incremental reach."

What makes these results particularly significant is how they demonstrate the synergy between brand storytelling and performance marketing. The integration of Prime Video's premium entertainment with tactical retail sponsorships created a seamless journey from awareness to purchase.

OMO Wonder Wash and Usain Bolt proved that speed wins on Prime Day. With Prime Video, display, and sponsored ads, Unilever captured attention, drove sales, and demonstrated how Amazon Ads can move shoppers seamlessly from awareness to purchase.

Sources

^1-2 Amazon Marketing Cloud, AU, analysis period from 2025-06-15 to 2025-07-27.