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Procter & Gamble - Tide Situation As Procter & Gamble’s marketing partner for more than 10 years, Digitas is the interactive agency of record for multiple P&G brands. In 2007 we were named the interactive agency of record for P&G’s Fabric Care brands which include Tide, Downy, and Bounce. Our responsibilities including driving strategy (including brand, integrated marketing, segmentation, and personalization), Web marketing, Web site design and build, viral marketing, and measurement. Digitas was asked to help Tide drive its strategies online. Tide’s objective were to strengthen the brand with loyal consumers through product innovations (e.g. the launch of 2x Ultra Tide), broaden Tide’s relevance by inviting more consumers into the franchise (e.g. the launch of Tide Total Care), drive value through innovation, equity and the right price (e.g. Tide Stain Brain) and unleash the power of Tide as an “iconic” brand of the people. In its ongoing effort to be the “brand of the people,” Tide recognized the need to update its web presence to better serve an ever-changing digital landscape and meet/exceed consumer objectives. In January 2009, Digitas relaunched Tide.com and Tide Current, our monthly email CRM newsletter in October 2009. In conjunction with these relaunches, Digitas also helped to launch Tide Total Care, a new product line for appearance conscious Moms. In order to spring board Tide’s mobile presence, we also launched Tide Stain Brain, a stain solutions application that has currently gained a top spot (#7 as of 5/17/10) on the iPhone most downloaded list.
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Overview Tide.com We were tasked with redesigning Tide.com to serve as a destination for consumers to get Tide product information, stain solutions, and build a relationship with Tide. Before the redesign of the site, the site talked at our target, not with her. Navigation was not intuitive and our target felt frustrated. We brought forward the voice of our consumer, enabling her to connect emotionally with the brand, communicate easily with Tide, and collaborate and connect with others. The homepage, featuring consumer reviews, good or bad, has been a lauded by Advertising Age as “smart and gutsy.” We’ve received over 2,000 reviews to date and the Tide.com site survey has revealed an increase in positive attitudinal scores.
Results
5% increase purchase intent for site visitors overall
14% increase in recommendations for Tide.com for reviewers
56% increase in traffic year-over-year
Ongoing Communications and Relationship-Building Platform Tide Current, a monthly newsletter featuring latest promotions, tips, articles, stain solutions and available offers to continue building a relationship, driving traffic to and engagement on Tide.com. In early 2010, we launched a customized, more dynamic newsletter where consumers can better tailor the content that they want to hear about. Digitas in the midst of developing a thematic content plan that carries across the newsletter, Tide.com, Facebook and Twitter.
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Creating Utility and Driving Continued Brand Engagement Tide Stain Brain Tide has always been the leader in stain removal, both at home and on the go. And one of the most visited areas of Tide.com is the stain solutions section. The problem: it was woefully out of date and not very consumer-friendly. Tide wanted us to rethink this content to better reflect the Tide brand equity and to be more relevant for today's consumers. In addition to revamping the solutions themselves, we re-structured the functionality to make the experience a quicker and more intuitive. Then we invited Tide consumers in to add their own solutions, plus give us feedback on ours. Tide fans will help us build and improve our database of stain solutions going forward. Lastly, we made the content portable so that we could deliver it in new ways. Tide has always been there at home, but to be relevant, Tide needed to be there for people at any moment that a stain may happen. So we helped Tide create its first iPhone application and ported our new content into it. Consumers can now find solutions, rate them, and add them on the go. It is currently the only stain app to allow for consumer collaboration.
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Driving Relevance for Product Launch Tide Total Care – Dress to the Sevens with Tim Gunn Digitas was engaged by Tide to generate preference with our target (look-good, feel-good moms) for a pricey Tide Total Care detergent in the midst of the tough economic times. By tapping into our target’s appearance consciousness and the importance role clothes play in her life, we developed distributable videos from Tim Gunn, a trusted fashion expert, to help educate her on style and the benefit of Tide Total Care in preserving the look of her clothes. Content from the experience was distributed across social media (MySpace & YouTube) and media partnerships (Glam.com). To further engagement, there were mini style tools that she could interact with and a fun quiz at the end of each video that let her test her knowledge and offered a chance to win a personal style consultation with Tim. The Dress to the Sevens Web site attracted 500 million visitors to the site within the first three months. The campaign positively impacted users of competitive detergent products and resulted in a 15% lift in purchase intent and more than half a million coupon and sample requests. The videos were highly engaging, with 387,000 views on the site as well as additional views from distributed content on MySpace and YouTube.
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Product Demos Dress to the Sevens Site:
Style videos, $1 coupon
Weekly Quizzes, Sweepstakes
Results Campaign was extremely successful, increasing purchase intent, brand favorability, and online ad awareness by integrating strong executions across all digital choices (iMedia, paid search, website, CRM, and social network) •
Online ad awareness increased by 13.6 pts
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Brand favorability increased by 9.8 pts (according to CRM Metrix survey). Campaign positively impacted users of competitive detergent products
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Purchase intent increased by 8.7 points. Visitors to the Dress to the Sevens site had a 15% lift in purchase intent and increases in other brand metrics
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