STAIN BRAIN by Digitas Chicago for Tide

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STAIN BRAIN

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Industry Washing powders & Detergents
Media Promo & PR, Case study
Market United States
Agency Digitas Chicago
Director Beth Milligan
Account Supervisor Jessica Bindman
Released January 2010

Credits & Description

Category: Best Use of Online Advertising
Advertiser: PROCTER & GAMBLE
Product/Service: TIDE LAUNDRY DETERGENT
Agency: DIGITAS
Date of First Appearance: Feb 1 2010 12:00AM
Entrant Company: STARCOM MEDIAVEST GROUP, Chicago, USA
Entry URL: http://www.tide.com/stainbrain
Associate Director: Isabella Wang (Starcom MediaVest Group)
Manager: Paola Rovelo (Starcom MediaVest Group)
Director: Beth Milligan (Starcom MediaVest Group)
Vice President/Group Director: Greg Stahovec (Digitas)
Vice President/Group Creative Director: Sheri Kaufmann (Digitas)
Global Creative Director: Maru Kopelowicz (Saatchi & Saatchi New York)
Vice President/Management Supervisor: Gus Marmarinos (Saatchi & Saatchi New York)
Account Supervisor: Jessica Bindman (Saatchi & Saatchi New York)
Senior Vice President: Kathy Casciani (DeVries Public Relations)
Managing Parnter & Founder: John Hadl (Brand in Hand)
Media placement: Mobile IMedia - IPhone App Store - 1 March 2010
Media placement: Online Sponsorships - About.com; Ehow.com - 1 March 2010
Media placement: Product Website - Tide.com/stainbrain - 1 February 2010
Media placement: PR - Various - 1 February 2010

Results and Effectiveness
Drove engagement and adoption of Tide’s Stain Brain - PR: 50.9MM impressions in editorial mentions: ABCNews, ConsumerReports, About.com, Mobile Marketer, Twitter - Accelerated Mobile downloads: 10,700 iPhone (launched 10/31/09), 2,265 Android (launched 2/18/10) - Collected consumer-generated stain solutions: 200+ user stain solutions submitted, 100+ via two week One2One Network Sweeps - Engaged Tide’s Facebook fans: Status updates generated 2MM impressions, 1,000 fan “likes”, 400 consumer comments. Stain Brain enabled Tide to be THE stain authority - Stain keyword visits to Tide.com doubled - Stain keywords Search Ranking - Paid: Rose to 1.8 vs. 2.4 YA

Creative Execution
Tide Stain Brain is an online resource of 85+ common stains that leverages the power of Tide and everyday people to provide stain solutions when and where they are needed most. Stain Brain is a community-influenced web and mobile site, and iPhone application that invites users to input their own best tips. With Stain Brain, Tide is more than a detergent – it’s the ultimate at-your-fingertips authority for keeping your families’ clothing looking good as new. To drive user adoption, we syndicated Stain Brain’s community-generated tips on sites where moms look for advice, including Associated Content and eHow.com. Rich media on About.com coupled Stain Brain solutions with About.com’s expert laundry content to engage the do-it-yourself knowledge base. Tide’s Facebook “fans” and the Mommy One2One Network shared their tips for stains. Finally, mobile media reinforced “Stain Brain on-the-go” – mobile banners driving application downloads and awareness of Tide’s mobile Stain Brain site .

Insights, Strategy & the Idea
Stains cause uneasy moments in moms’ lives. Accidents happen, but when their families look stained and unpresentable, that reflects badly on them. Every woman has heard, from a friend or “friend of a friend,” a tip for removing a tough stain. Many of these solutions end up as urban myths, but moms’ all agree with one piece of advice: Stains need to be treated at once! Tide came up with a solution to give moms real help when they need it. Whether on the go or at home, mom can save the day by visiting Tide Stain Brain, an online tool that allows users to get and share stain solutions whenever they need them – whether they are at home or work, on their computer or on their mobile device. And the Tide community is there to help, inspire, and relate to her as she searches for her solution at tide.com/stainbrain.