TIDE CAMPAIGN
ROLE: Media Planning Director
(National Student Advertising Competition)
The Ask:
Tide asked University of Oregon Ad Team to help drive conversion of 75% of loads to cold by 2030.
Audience:
Our target audience consists of 18 to 35-year-olds and can be divided into two generations: Gen Z and Millennials. While these generations are at different stages of life, many of their values and aspirations are shared.
Media Planning Connection:
College Dorms (Impressions: 1,116,972)
On-campus laundry rooms feature newly wrapped washing machines connected to our app via Bluetooth.
The app will provide students with machine access, laundry tips, energy-saving rewards, and an informative tag scanner. It tracks how often students use cold water, allowing them to accumulate rewards. The school saving the most energy will win a concert and VIP passes.
Cold Water Wash Tour (Impressions: 49,559,064)
We'll capture our audience's attention by featuring popular public figures, creating an opportunity to educate viewers about the cold-water movement. We'll promote the event across multiple social media platforms, live-stream it, and host an in-person event.
Goodwill Partnership (Impressions: 115,000,000)
We'll promote cold water washing to Goodwill customers by placing Tide-branded tags on garments with washing instructions. Goodwill employees will also distribute Tide patches at checkout as a reminder to turn to cold.
New York Road Runners (Impressions: 600,000)
We'll expand our Goodwill partnership to include the New York Road Runners by placing branded bins to encourage clothing donations. Loads of Hope team will distribute them to the homeless in NY to expand the Skid Row project.
Digital Placements:
Microsite: Our microsite connects each execution and engages our audience with cold content. The site includes a tag scanner that helps identify the meaning of laundry symbols.
DEPOP: We’ll introduce a cold-wash verified badge that lets users know when a seller has treated their items carefully.
Streaming Services - Amazon Prime Video & HULU (Impressions: 2,399,488,000)
Podcasts - Anything Goes & Stuff Mom Never Told You (Impressions: 1,700,00)
Instagram (Impressions: 258,506,880)
Email Marketing (Impressions: 50,676,036)
Media Planning Budget & Schedule:
Awarded the AdStar Award for Best Partnerships and Best Creative Executions at District XI’s NSAC Competition
