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 .

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