Tide Marketing Campaign
Tide is one of the most recognized laundry brands in the world, they operate within a category used by many homes around the country.
Context
Studio by Tide was a new sub brand that marked a shift in how the Tide brand connects with customers, moving from purely functional messaging to a more lifestyle-driven approach. The campaign needed to introduce the product line while building awareness, driving engagement, and creating a clear path to purchase across email and social channels.
My role was to create a series of emails dependent on user research for the Proctor and Gamble CRM (customer relationship management). Working between the clients, copywriters, data strategists, developers, and building the key visuals for other designers.
My role was to create a series of emails dependent on user research for the Proctor and Gamble CRM (customer relationship management). Working between the clients, copywriters, data strategists, developers, and building the key visuals for other designers.
The Emails
This is the Initial launch of a new product series and the start of a new consumer journey for Tide consumers. These emails were interactive and targeted to new consumers of Studio by Tide.
The Strategy
Depending on the feedback received through the emails, we targeted the user for a specific bucket for products specific to their needs.
A/B Testing
Iterated onsite with the client over numerous days while working with engineering to develop the interactions and interface to match the prototypes.
Outcome
The Studio by Tide campaign successfully translated a lifestyle driven brand into a cohesive digital experience across email and social.
The email drove strong engagement with above average open and click through rates, while social placements on Facebook and Instagram increased reach and reinforced brand visibility across key audiences.
The brand saw increased first time purchase intent and created a more direct path from awareness to conversion.
Overall, the campaign demonstrated how aligning messaging across channels can increase engagement, strengthen brand perception, and drive measurable action. We used this as a basis for future campaigns for testing.
The email drove strong engagement with above average open and click through rates, while social placements on Facebook and Instagram increased reach and reinforced brand visibility across key audiences.
The brand saw increased first time purchase intent and created a more direct path from awareness to conversion.
Overall, the campaign demonstrated how aligning messaging across channels can increase engagement, strengthen brand perception, and drive measurable action. We used this as a basis for future campaigns for testing.
