Position: Media Planner Budget: $70 million Tide’s Objective: Drive conversion of 75% of laundry loads to washing on cold by 2030
Target Audience: 18-35 year olds Insight: Age group values individuality and sustainability, are very connected digitally, and love movement and vintage clothes
Achievements: Our partnerships reflected this: Depop (an online thrifting site), Goodwill, and the New York City Marathon, which educates runners on how to wash all of the sweaty laundry their training generates.
All partnerships link back to the microsite- a hub of information. This is trackable, and the client would be able to see which partnership generates the most clicks.
Tag Scanner tells users how to best care for and clean their clothes.
Thrifting is a movement amongst this age group, both for individuality and environmental sustainability.
Add “Cold Verified” badge to sellers' profile, which tells users the item was washed on cold.
“Tide Tags” with QR code explaining how to clean and preserve clothes.
Accessibility of the in-store experience. National reach with 3000 plus stores.
Branded collection bins will expand Tide's Loads of Hope initiative. The clothes discarded by runners will be washed and donated.
Educate runners about how they can keep their running gear better, for longer.
