The Ask: Drive conversion of 75% of laundry loads to cold by 2030
The Target Audience: 18-35 year olds in the U.S.
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Role: Account Executive & Pitch Team Member in the Lynn University National Student Advertising Competition Team, 2024
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The genesis of "What’s Cool to You?" campaign stemmed from a deep personal understanding of what "cool" truly means. It's more than just a temperature or a passing trend. It's a reflection of who we are and what we value. We delved into the essence of "cool"—not just as cold water, but as a symbol of our core beliefs and aspirations.
As we embarked on our journey, we found ourselves at a pivotal "aha" moment. It was a realization born out of countless conversations and insights gathered from our target audience. We discovered that many already washed their clothes in cold water, yet remained unaware of the profound environmental benefits it offered. This revelation struck a chord, igniting a spark within us to educate and empower.
Thus, "What’s Cool to You?" emerged as more than just a campaign. It became a conduit for meaningful connections. We saw an opportunity to bridge personal beliefs with Tide's core values. Our mission became clear: to weave a tapestry of shared ideals, where sustainability, care, and authenticity intersected with every wash.
Our campaign is not merely about selling a product. It's about fostering a movement. We've distilled Tide's essence into six guiding principles: Colorful, Caring, Sustainable, Authentic, Courageous, and, of course, washing in cold. These values serve as the bedrock of our message, permeating through every touchpoint of the campaign.
In essence, "What’s Cool to You?" is a celebration of individuality and collective action. Together, we're not just washing clothes; we're shaping a brighter, more sustainable future—one cold wash at a time.
The Strategy
The “What’s Cool to You?” campaign focuses on three goals to help start the wash-in-cold movement.
Video Commercial
The "What's Cool to You" TV ad has a more personalized, relatable, authentic, and unpredictable feel than what typically comes to mind. This ad will be using a less scripted format and instead feature everyday consumers using the “man on the street” concept. This is an example of engaging video content that can be created and used for TV spots and on social media. In the following video, we are guiding viewers through our three-step consideration funnel by educating the target audience, changing behavior, and spreading brand love for Tide in a very authentic way.
Experiential & Traditional Media
Target In-Store Activation​
As part of the "What’s Cool to You?" campaign, popular grocery stores nationwide will feature in-store activations. Shoppers can watch a brief video promoting the benefits of cold water washing, then receive a $2 discount via QR code with the phrase "Cool Is Savings." This not only incentivizes Tide purchases, but also educates consumers about cold water washing while reinforcing the Tide brand association.
Interactive Billboard​
Digital billboards allow viewers to text and/or scan a QR code to upload what is “cool” to them. Tide would upload these messages to the billboard in real time. This interaction becomes a shareable moment. It encourages viewers to share their customized billboard online with friends and family by taking pictures with their billboard and what’s “cool” to them. Overall, our billboard is expected to generate over 171 million impressions.
Tide x Goodwill Collaboration​
Our college move-out donation event, in partnership with Goodwill, promotes the benefits of cold water washing and sustainable fashion habits. As move-out week unfolds across American college campuses, students can donate their pre-loved garments, amplifying Tide’s ongoing efforts to make meaningful impacts on the environment and communities in need. The upcycled, donated clothing will be washed using cold water before being resold at Goodwill.
Immersive Experience​
The “What’s Cool to You?” out-of-store activation would be a digital immersive experience called “The Cool Collection,” which would tour secondary cities around the United States, including Austin, Phoenix, Salt Lake City, and Denver. Each “room” of this immersive exhibit would focus on one of the three goals of our campaign: educating the designated target audience, changing consumer behavior, and increasing brand love.