Turn to Cold for Good
Marketing Campaign | Design, Art Direction, Strategy, Marketing, Research
Tide | NSAC
Create a year-long campaign persuading 18 to 35-year-olds to wash their laundry on cold. By the year 2030, Tide hopes that 75% of all loads of laundry are washed in cold water. In order to reach this goal, Tide would need to convert 4 Billion new loads washed on cold each year.
What I did
Developed a multi-faceted campaign along side an absolutely incredible team that reframed laundry as a choice that’s obvious no matter what each consumers personel preference is. Creating diverse executions including drone shows, in-store displays, brand partnerships, influencer marketing, social media campaigns, and experiential events, all tailored to resonate with different segments of the target audience. While additionally having a hand in every piece along the way. Conducting research, including surveys, interviews, and secondary data analysis.
Results
The campaign effectively changed consumer perception by making cold-water washing personally relevant, improving adoption rates. Increasing target audience awareness from under 40% to 60%. Ultimately delivering 4 billion new loads of laundry washed in cold water in the first year.
Make the Turn Taxi Top
Our final out-of-home executions feature toppers placed on Uber vehicles in the same cities as a constant reminder to turn to cold for good, whether it be for the environment or any other benefit.
Our final out-of-home executions feature toppers placed on Uber vehicles in the same cities as a constant reminder to turn to cold for good, whether it be for the environment or any other benefit.
Swipe Right on Cold
Tinder is another way to meet our target audience mid-scroll and emphasize that sustainable and effective cold water washing habits are something to swipe right on.
Cambiale a Frio Para Cuidar tu Ropa
This first commercial is made to reach our family-centric Hispanic target audience and is based on the insight that Latinas are self-appointed keepers of their family’s heritage. Turning to cold is a great way to increase the longevity of clothing, and hones in on the idea that laundry habits are generational. It will air on Univision, Estrella and Telemundo.
The commercial starts with Maria catching up with her mother about her first year at college when she spills coffee on a sweater passed down to her from her grandmother. Her mother tells her not to worry, and to wash the sweater in cold water because that’s how she’s kept in intact all her childhood
The commercial starts with Maria catching up with her mother about her first year at college when she spills coffee on a sweater passed down to her from her grandmother. Her mother tells her not to worry, and to wash the sweater in cold water because that’s how she’s kept in intact all her childhood
Dad Goes Cold
Not only does this spot use a humorous approach to the ‘mid life crisis,’ but it highlights that turning to cold saves money, is good for the whole family, AND keeps clothes as clean and fresh as ever.
This social media spot is meant for the young parents in our audience. It will stream on platforms such as Disney+, Hulu, and YouTube TV, and is set to bring home almost 900 million impressions and is sure to get a laugh.
This social media spot is meant for the young parents in our audience. It will stream on platforms such as Disney+, Hulu, and YouTube TV, and is set to bring home almost 900 million impressions and is sure to get a laugh.
Ca-Ching
This Ca-Ching social media video spot reminds the audience that turning to cold for good is also a great way to save a few extra dollars with minimal effort.
Below is a glimpse of behind the scenes.