How to Take the “Low” Out of Low EngagementDenine Harper, Sr. Strategy ManagerWHITTMANHART Interactive

Tide Coldwater

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The Tide Coldwater Challenge

Outstanding Website, Web Marketing Assoc. Awards 2005

and

Webby Worthy Award 2005

www.tidecoldwater.com

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The Challenge

• How do you boost engagement in a low-involvement product category like laundry detergent?

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The Challenge

• P&G faced this problem when they launched Tide Coldwater so they built energy and buzz by encouraging influencers to tell their friends and sample the product.

• Discover how using a tell-a-friend strategy ultimately resulted in a million prime prospects opting into the program.

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How It Works

• Provided product education and awareness via 3 site entry points

• Issued users the “challenge” to wash in cold water with Tide Coldwater

• Visually showed their personal impact on spreading the word

• Integrated sample opportunity to compel engagement and pass along

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How It Works

The Map

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How it Works

Starting Point

T&T (changed later to Seattle)

Updated as each user is mapped (blue dots) – overall total

Degrees away from starting point (here ASE, on personal map – the user)

User and user’s connections in Orange

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How it Works

Completed map – orange dots are connected to user

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Viral Reach

How It Works

Leverages the success of

the map and extends it to

the energy saving

message specifically.

Users associate Tide

Coldwater with an

individual benefit of

saving money and energy

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Viral impact….

The Results

• There was over a million and a half in the Tide Coldwater network, of which, 44% were referred by friends.

• Referral was significantly above average, with an average of 3.7 friends referred from each referrer.

• 11% of the friends referred came back to the site and took the challenge and (6.7%) of the sample orders came from refer a friend.

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• The site yielded record responses. Increased traffic by 904% in the first week.

• Media coverage generated 5 times the average P&G launch.

• Over 1MM consumers opted into the program

• Over 1MM samples were given away.

The Results

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The Results

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What They Are Saying

“A few months ago, I switched from warm water wash to cold water wash using Tide Coldwater. The first month, my gas bill went down by close to 60%. I thought it might have been a fluke, so I continued to monitor it. Since them, it continues to be 60% lower than it used to be when I washed with warm water. If I didn't see it with my own eyes, I never would have believed the difference.”

hellibeany, 08/03/05 at 8:10 am

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What They Are Saying

“I have used one bottle of the Tide Coldwater liquid and was very pleased with the results...I see the same clean and whiteness as with the regular formulas tide. In fact I was quite impressed with the whiteness of the clothing. I use Tide exclusively anyway and always shop for it where it is on sale. Almost every week it is on sale somewhere....Target, Food Lion, Walgreen ....etc....I buy ahead and never pay full price for it. So, if you are aware and plan ahead, it really isn't more expensive than say ALL or some other product. There is a difference, don't kid yourself....Tide is the standard that all others compare themselves to and copy ....there will be more coldwater detergents soon......”

Jackie2457, 03/19/05 at 12:17 pm

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The Challenge – Phase 2

• How do you continue momentum of a successful product launch?

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How It Works – Phase 2

• Focus on lowering energy costs – a national concern at the time

• Users are driven online via a sweepstakes to win their energy bills paid for 1 year and a year’s supply of Tide Coldwater

• The home page billboard cycles through “shocking statistics” that begin with global implications and hone in on individual impact

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How It WorksHome page statistics

add “shock value”

when it comes to

energy consumption

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How It Works

• Users “calculate” their savings on the calculator and are plotted on the map

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How It Works

• The map page “markers” each individual’s savings on the map then tallies by state and country

Equates individual savings with

a “shocking” amount of energy

expended for something

recognizable

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How It Works

• States that “save the most” are posted to a leader board showing the standings serving as a viral platform

• Users are “shocked” by the impact their savings have for themselves and for the country by equivocating their state’s savings with a “shocking” statistic

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Thank You!Denine Harper

Sr. Strategy ManagerWHITTMANHART Interactive