“SHINE & SHARE WITH TIDE”

Title“SHINE & SHARE WITH TIDE”
BrandPROCTER & GAMBLE, INDIA
Product / ServiceTIDE
CategoryA03. Viral Marketing & Messaging for Mobile
EntrantMEDIACOM COMMUNICATIONS INDIA Mumbai, INDIA
Entrant Company MEDIACOM COMMUNICATIONS INDIA Mumbai, INDIA
Media Agency MEDIACOM COMMUNICATIONS INDIA Mumbai, INDIA

Credits

Name Company Position
Grishma Nair Mediacom Communication Pvt. Ltd. Business Executive
Rajiv Darshi Mediacom Communication Pvt. Ltd. Business Director
Latish Nair Mediacom Communication Pvt. Ltd. National Director

Brief Explanation

Objective: •Tide wanted to establish itself as a detergent which gives consumers undisputable whiteness, but without much exertion! Situation: •In India, white is considered to be the purest form of new. Wearing white symbolises prosperity and garners respect in every strata of the society •For housewives, the fact that she is able to balance her household budget and spend appropriately to dress – up her family in whiter, newer looking clothes makes her feel proud. •But this arduous task of keeping the clothes white and new barely leaves her with any quality time for her family or for herself! •In small towns, people loved participating in contests (at free of cost) which would stand them a chance to win a prize Solution: •Consumers were required to give just a missed call on the number 09225692256 and they would get a call back in their regional language •The consumers were asked to share their stories i.e. incidents from their life where using Tide helped the women in the house do effortless laundry and thus in turn have more quality time for her family and herself •To engage the consumers we used the easily accessible voice platform on mobiles •The consumers could also participate in a series of Question & Multiple Answers contest, spread over a week, at a time of their choice •The questions picked up were from the day – to – day activities thus making this entire contest more relatable for the consumers •In the contest, the consumers had to select the right answer which would help the woman in the story do effortless laundry and have more time for her family Results: •1.1 Million missed calls •1.3 Lakh stories recorded •65,000 hours of brand interaction •40% increase in awareness •75% increase in Purchase Intent •60% re – purchase amongst people who participated •Equity scores saw 40% increase in people who participated (Source: Nielsen) Differentiated & Unique Innovation: •Drove engagement by providing consumers with localized and real life relatable content by keeping the brand at the crux of this •The brand asked consumers to share their stories; where every story shared was a potential testimonial / ad for the brand •Missed calls helped the consumers engage with the brand without having to worry about the costs

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