Tide
"TURN TO COLD"
Student Competition
MY ROLE:
Competitive Analysis
1x1 Interviews
Focus Group Moderation
Desk Research
Social Listening
Brief Writing
Comms Strategy
Media Placement
Deck Narrative/Presentation
CHALLENGE:
Tide's current “Turn to Cold” campaign is failing to resonate with with 18 to 35-year-olds, jeopardizing their goal to have 75% of laundry washed in cold water by 2030.
INSIGHT:
Key "turning points"—graduating, a new job, getting married, purchasing a home, starting a family—are when our audience is more open to reconsidering routine.
STRATEGY:
Highlight laundry changes during life's "turning points," creating opportunities for dial and habit shifts alike.
RESULTS:
4.3B Earned & Paid Impressions
4B New Loads Washed On Cold (In Year 1)
23% ↑ Target Audience Awareness
10% ↑ Owned Channel Engagement
