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Womma Tide Coldwater Product Launch Case Study v5

Womma Tide Coldwater Product Launch Case Study v5






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    Womma Tide Coldwater Product Launch Case Study v5 Womma Tide Coldwater Product Launch Case Study v5 Presentation Transcript

    • Tide ColdwaterHow to Take the “Low” Out of Low EngagementDenine Harper, Sr. Strategy ManagerWHITTMANHART Interactive
    • The Tide Coldwater ChallengeOutstanding Website,Web Marketing Assoc.Awards 2005andWebby Worthy Award2005www.tidecoldwater.com Slide 2
    • The Challenge• How do you boost engagement in a low-involvement product category like laundry detergent? Slide 3
    • 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. Slide 4
    • 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 Slide 5
    • How It WorksThe Map Slide 6
    • Updated as each user is How it Worksmapped (blue dots) –overall total Starting Point T&T (changed later to Seattle) Degrees away User and user’s from starting point connections in (here ASE, on Orange personal map – the user) Slide 7
    • How it Works Completed map – orange dots are connected to user Slide 8
    • How It Works Users associate Tide Coldwater with anViral Reach individual benefit of saving money and energy Leverages the success of the map and extends it to the energy saving message specifically. Slide 9
    • The ResultsViral impact….• 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. Slide 10
    • The Results• 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. Slide 11
    • The Results Slide 12
    • What They Are Saying“A few months ago, I switched from warm water washto cold water wash using Tide Coldwater. The firstmonth, my gas bill went down by close to 60%. Ithought it might have been a fluke, so I continued tomonitor it. Since them, it continues to be 60% lowerthan it used to be when I washed with warm water. If Ididnt see it with my own eyes, I never would havebelieved the difference.” hellibeany, 08/03/05 at 8:10 am Slide 13
    • What They Are Saying“I have used one bottle of the Tide Coldwater liquidand was very pleased with the results...I see the sameclean and whiteness as with the regular formulas tide.In fact I was quite impressed with the whiteness of theclothing. I use Tide exclusively anyway and alwaysshop for it where it is on sale. Almost every week it ison sale somewhere....Target, Food Lion,Walgreen ....etc....I buy ahead and never pay full pricefor it. So, if you are aware and plan ahead, it really isntmore expensive than say ALL or some other product.There is a difference, dont kid yourself....Tide is thestandard that all others compare themselves to andcopy ....there will be more coldwater detergentssoon......” Jackie2457, 03/19/05 at 12:17 pm Slide 14
    • The Challenge – Phase 2• How do you continue momentum of a successful product launch? Slide 15
    • 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 Slide 16
    • How It Works Home page statistics add “shock value” when it comes to energy consumption Slide 17
    • How It Works• Users “calculate” their savings on the calculator and are plotted on the map Slide 18
    • 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 Slide 19
    • 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 Slide 20
    • Thank You! Denine Harper Sr. Strategy ManagerWHITTMANHART Interactive Slide 21