Tide

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Tide *

The ask: Create an innovative campaign in order to increase the loads laundry washed with Tide on cold to 75%.

Washing on cold saves money, is better for the environment, better for your clothes, and makes laundry day easier by eliminating the need to separate whites and colors. So how can we address the many different ways washing on cold benefits our audience?

Our strategy: highlight the differences turning the dial makes, unique to each individual in our diverse, Gen Z audience.

2024 National Student Advertising Competition.

Best Creative

Best Media Partnerships

Best Presenter

75% of loads washed

by Gen Z and Millennials turned to cold with Tide

I co-developed the strategy that guided the campaign, starting by asking a LOT of questions to get to the heart of the problem + audience, then conducting research to uncover actionable insights. Co-developed a survey that polled over 600 respondents which informed our creative brief and campaign strategy. Our research revealed that Gen Z doesn’t like seeing the same ad over and over; we used a plethora of placements to alleviate this.

Strategized, coordinated, shot, and produced 3 video spots to support the campaign.

Key Strategic Insight

Our survey and interviews indicated that our audience, although they care about the environment, were more inclined to turn to cold if they knew it benefited their clothes more than warm water.

Digital Placements.

Email marketing

Our emails are purposeful and customizable, like the microsite, to each user’s individual experience to ensure a comprehensive audience reach.
Microsite

All roads lead back to the microsite, which connects each of our executions. Whatever path the user takes to get here results in a customizable #TurnToCold experience that provides th most relevant information - whether you’re a student, thrifter, runner, or anywhere in between. Featuresinclude a tag sanner to help users decode those confusing laundry symbols, laundry tips, savings estimates and more.

Coldest Campus.

incentives

It can’t be a competition without a prize. The school with the most loads washed on cold at the end of the competition season wins a concert from Coldplay.
App

We designed an app specifically for college students that is compatible with dorms’ existing smart washers for easy implementation at schools. This app gives students who might be washing on their own for the first time laundry tips, rewards for washing on cold, and keeps students updated on how they stack up against other schools in the coldest campus competition.
Cold Washers

We designed a wrap for the existing dorm laundry machines to remind students why they should #TurnToCold.
Billboards

Our billboard adds specific to each school show students just how impactful washing on cold can be.

Tide x NYC Marathon.

Partnering with the NYC Marathon gives runners’ clothes a new lease on life.
Every race, tons of clothes are discarded as runners shed their warmup layers. Taking after Tide’s Loads of Hope campaign, this project gives back to the community by washing these wasted clothes on cold and giving them back to the community.
All while reminding audiences to #TurnToCold with Tide.

Tide x Goodwill.

Streaming Spots.

“Shrunk.”

This spot tells the story of something we’ve all done: shrunk our clothes in the wash by washing with warm water. We wanted to reach Gen Z through humor and a common experience to showcase the benefits of cold water washing (and risks of if you don’t wash on cold).