Tide Sport Campaign
Full Summary can be seen in this link
Objective:
To increase sales of Tide Plus Febreze Sport Odor Defense by 15%.
Target Audience:
Millennials ages 18-35 who are in sports or considered outdoorsy people
Attitude:
Confidence, energetic, athletic
Message:
Tide Sport will make you smell good and look good, no matter what activity you're doing.
Be the freshest, be the best, be the real winner
Print Ad
Placement:
This print ad will be featured in magazines such as Cosmopolitan, People, Cosmopolitan, GQ, ESPN, USA Today Sports Weekly, Sports Illustrated, etc.
Dimensions:
Full page, 4-color spread.
Timing:
Ad will run throughout the year on a pulsing schedule.
Purpose:
To increase awareness of the product and encourage purchase behavior.
TV Spot Ad
Where:
Cable TV and Broadcast TV channels like: ESPN, HGTV, ABC, The CW, AMC, HBO, Comedy Central, etc.
When:
Early news, Prime time & Late fringe
Why:
Many people in this target audience get home from their jobs/school around 4 pm. Most people will also be done with dinner before prime time and will be settling down to relax for the night
Strategy:
Use humor to make ad memorable in the minds of our audience.
Click to view TV commercial script
Tide Sport logo appears at top, jersey follows
Tide Sport logo flies upward out of frame Water fills the screen Detergent bottle comes in and pours itself
- Jersey and text flies upward out of frame New text flies up from bottom - Tide Sport bottle slams down on top of text
Tide Sport logo appears at top, jersey follows
Outdoor Ad
Strategy:
Place this ad in large cities where there is a lot of foot traffic or people who use public transportation. This digital junior poster will grab attention right away and tells a story for those who decide to wait for the bus or want to see whats next. Many people in our target audience may not have access to a car because they may be in college or live in the city, so this placement works well.
Geographic location:
Large cities such as Los Angeles, New York, Austin, Chicago, etc.
Dimensions:
Junior poster, 6 x 12 ft
Digital Ad
Placement:
The ad will be placed on online shopping sites like Amazon, but also sites such as ESPN, Buzzfeed, Barstool Sports, etc.
Dimensions:
Medium rectangle, 300 x 250 pixels
Timing:
This ad will run on a flighting schedule. This ad will run for 3-4 months but we want a variety of digital ads like this one running throughout the year.
Purpose:
Creating an incentive for users to stop scrolling by using a call-to-action button that reminds consumers of our product and encourages them to directly purchase. This button will direct the user to the subpage of the online shopping site with the product or the Tide Sport website where they can find locations to purchase depending on the placement.
