In a year when Tide was launching a newsworthy new product, they needed to give a little marketing love to their existing full line. We looked at their million-plus rabid fans on Facebook and thought, "why not use their passion to convince those people whose detergent tastes depend simply on what's on sale?"Trouble is, those fans aren't that photogenic, nor are they very funny. So, inspired by their testimonies, we went ahead and wrote our own.Tide really is excellent stuff. If you haven't tried it, let the people in this campaign convince you.

The creative solution was an immediate response to fans on Twitter and Facebook. In hours, we ran a caption contest, showing the real professionals using Tide, and asking fans to give us their best line. A 30 second spot was developed within campaign using actual footage from the race, with #Tidepower, to run in the next NASCAR race 5 days later. As a sneak peek for our fans, we released the spot on Facebook one hour prior to going live. iMedia creative went live the same day, driving people to our YouTube page to watch the post and comment. All creative elements were live on iMedia, search, Facebook, Twitter within hours. Our instant response team responded to requests and comments from media outlets, bloggers, and consumers throughout different social channels.

Consumers reacted in a big way. When the TV spot went live, Tide saw the first ever worldwide trending Twitter topic, and the second ever for P&G, driving a 113% increase in Twitter followers. In two weeks, an investment of $250,000 had earned Tide over 330MM total media impressions and more than $8MM in paid media. This was also the fastest turnaround of a TV spot in P&G history, from inception to completion in 36 hours. The Tide TV spot received exclusive coverage in USA Today, The Washington Post, Wall Street Journal, Forbes, ESPN, New Yorker, NY Times, Huffington Post.