Introduction
Tide, the leading laundry brand known for performance and innovation, launched a new detergent that works best in cold water. Their ask was to engage Gen Z and drive resonance, awareness, and conversion to cold-water washing.
The Problem
Tide, known for innovation in laundry care, launched a new detergent optimized for cold water.
Their challenge was to convince Gen Z to switch to cold washing, despite long-held perceptions about hot water being necessary for cleaning. The goal was to drive resonance, awareness, and conversion toward cold-wash behavior.
Our Approach
We executed a three-phase campaign: brand awareness, personalized content to drive consideration, and resonance/shareability to cement behavior change.
Our creative strategy focused on key DMAs, using A/B testing and survey groups to learn that Gen Z valued quality, eco-friendliness, and cost in cold washing. To reinforce this insight, we produced a video showcasing an A/B testing study on how cold-wash behavior can shift, designed for B2B use with Tide’s internal stakeholders to demonstrate the campaign’s effectiveness. The result? Cold-water washes rose by 52–62%, awareness of the benefits increased by 30%, and brand consideration grew by 10%.
View More.
Explore how FourFourStudio has helped tech startups and established brands elevate their digital presence.