Tide

2024 National Student Advertising Competition.

Best Creative

Best Media Partnerships

Best Presenter

The ask:

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

Washing on cold has so many benefits. It 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.

Our problem: create a campaign that can 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.

Our creative process + my contributions

It all starts with a question.

Tide came to us with an objective: how can we get Gen Z and Millenials to wash 75% of their loads on cold? To understand more about our audience, we created and conducted a survey that garnered over 800 responses.

Time for creative.

As part of our creative team, I had the benefit of working closely with strategy, so I helped my team connect each piece of work back to the strategy statement.

The results were surprising.

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.

Production.

We were left with just over a week and a half to produce our goal of 5 short streaming spots to help convey our creative concept for the competition. We recruited mutual friends to act and tell their stories in order to craft authentic video segments.

What path to choose?

I met with our strategy team and attended weekly meetings to help distill our human truth that would guide the campaign. It took us three iterations until we landed on, “The Dial Makes the Difference.” Learning from this experience, I would change this campaign slogan into an actionable statement rather than focusing on the washing machine.

Why so many executions and placements?

Our research indicated that Gen Z doesn’t like seeing the same ad over and over. We created many different executions to hold the audience’s attention in fun, new ways that they could connect with and engage with in an entertaining way. Tide asked for innovation; we took it and ran with it.

Digital Placements.

Geofenced 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.

High stakes & 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.
Coldest Campus 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.
Stadium 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).