2022 Winners & Shortlists

Why is this work relevant for Direct?

Tide is known for its cheeky/confident tone of voice, so it felt so right to go beyond the traditional media-mix to create a digital-first campaign with TikTok at its heart, allowing us to engage with a wider audience and reach new targets within our prime-prospect. Despite it being the 1st challenge ever to be delivered on a Laundry brand in the region, the relevancy of the insight allowed us to deliver unprecedented results, as thousands of consumers responded to our call to action and posted their own dancing videos.

Background

Consumers are skeptical regarding the ability of powder detergents to clean tough zones without the need to resort to additives. This is especially true when it comes to collars which turn yellow due to heat, sweat and dirt – all of which are quite common in our part of the world. Accordingly, the overall campaign aimed to launch New Tide as the ultimate detergent that gives consumers the brightest cleaning even on yellow collars. In line with this objective, we wanted to build our campaign with digital at its core, particularly through a TikTok dance challenge. The aim was to create a viral online moment for Tide and drive mass awareness and engagement. In addition, we wanted to inspire User Generated Content around the brand and therefore leverage TikTok users as Tide’s unofficial brand ambassadors.

Describe the creative idea (30% of vote)

Yellow collar stains are an embarrassment for every parent and must be removed at all cost; they constantly fear their kids will not appear in the best image possible in front of others. In fact, this fear was further intensified nowadays by the excessive use of social platforms such as Tiktok, where users constantly feature themselves in video content. In fact, the UAE alone registered 4.21 Million users on TikTok in 2021, as the platform continues to gain momentum in the region. Our communication idea: Clean collars that keep your head high As part of the campaign, we created a TikTok challenge where we invited users to dance with Tide, by performing a left and right neck movement to get rid of the gloomy dim effect around them. As soon as the logo swooshes across the screen, a brightening filter is activated, turning their clothes all white and clean.

Describe the strategy (20% of vote)

Our TikTok campaign targeted Arabs and South Asians in the UAE, given these groups’ importance for the Tide business. Given the nature of the platform and its relatively younger user-base, we aimed to reach our prime prospects either directly by having them engage in our challenge, or indirectly by targeting younger people and kids within their circle, therefore contributing to a bigger engagement. To further promote the hashtag, we opted for a media plan leveraging Top View and in-Feed ads redirecting users to the challenge page. We also collaborated with TikTok creators in the UAE who participated in the challenge, creating a wider snowball effect with their own fans.

Describe the execution (20% of vote)

Given the importance of music in a TikTok challenge, we opted for a catchy original song that instantly puts users in a dancing mood. Striking the right balance between enough brand cues in the launch video and an authentic style that matches TikTok’s native content was also important to encourage participants to add their own touch to the challenge. We pushed our promoted ads for a period of five days across the UAE, which contributed to an unprecedented participation rate, despite laundry being a low engagement category on social platforms. Moreover, even though the plan started with young mom influencers with their kids, the challenge idea was so much fun and easy to replicate it attracted people from all walks of lives, different genders and cultural backgrounds.

List the results (30% of vote)

RECORD HIGH RESULTS ACROSS ALL KPIs OUTPERFORMING ALL TIKTOK BENCHMARKS including awareness, brand lift, purchase intent and engagement: Challenge results: • 4M+ users reached on TikTok vs. 2.8M country benchmark. • 22.5M+ video views vs. 10M benchmark. • 74.4K branded effect plays vs. 40K benchmark. • 9,344 User-Generated-Content vs. 4,000 benchmark. Brand Lift results: • +38% purchase intent. • Ad recall: 63% vs 22% digital benchmark • Brand attribution: 77% vs 31% digital benchmark