Tide blurred the lines between the NFL live broadcast and branded content, so fans wouldn’t know whether they were watching a game or a Tide Ad. This is relevant in a context where viewers tune out commercials to go on bathroom breaks or see fan reactions on their phones. The campaign was able to not only innovate in the use of advertising during the NFL broadcast, but trigger a conversation on social media, owning both screens.

After the success of 2018’s Super Bowl “It’s a Tide Ad” campaign, our client asked us to become the most loved brand during the NFL season and leverage the momentum of #TideAd. Pointing out clean during the entire NFL season would reinforce the idea that “If it’s clean, it’s got to be Tide”.

During the 2018 Super Bowl, we pointed out that whenever you see clean clothes, it’s a Tide Ad. We decided to keep the momentum going by again pointing out clean clothes, this time during the entire 2018 NFL season.

We partnered with the NFL and FOX Sports to seamlessly integrate our branded content into live game broadcasts. Whenever viewers saw a highlight, a penalty call, a play review, or an interview, they had to ask themselves, “Is this an NFL game or a Tide ad?”

As our audience took the bait, they turned to Twitter, so that 1 in 5 tweets during Thursday Night Football featured #TideAd.

During the Super Bowl, we pointed out that wherever you see clean clothes, it’s a Tide Ad. We decided to keep the momentum going by again pointing out clean clothes, this time during the entire 2018 NFL season.

Not only does the NFL have more fans than any sport in the US, they also have the most passionate fan base. 40% of all fans considering themselves to be avid fans. Because of this passion, the NFL is deeply embedded in culture and dominates the social feeds of the average person every day of the week.

Additionally, this year was the first time a network fully owned Thursday Night Football, which permitted us to partner with one of the largest networks in the US to create a unique campaign integration, Fox Broadcasting Company. Our goal was to take advantage of our partnership with NFL and Fox to create fully integrated creative.

The campaign aired throughout the 2018 NFL season reaching 274MM people, with new executions tailor-made to the teams playing and the characteristic of each audience. Content was also distributed on social media channels and by influencers during the live broadcasts of each game. The content was also optimized for Snapchat and Instagram Stories. By the completion, the campaign reached 39% of all TV households.

Week 6: Oct. 11, Philadelphia Eagles at New York Giants (FOX/NFL Network)

Week 7: Oct. 18, Denver Broncos at Arizona Cardinals (FOX/NFL Network)

Week 8: Oct. 25, Miami Dolphins at Houston Texans (FOX/NFL Network)

Week 9: Nov. 1, Oakland Raiders at San Francisco 49ers (FOX/NFL Network)

Week 10: Nov. 8, Carolina Panthers at Pittsburgh Steelers (FOX/NFL Network)

Week 11: Nov. 15, Green Bay Packers at Seattle Seahawks (FOX/NFL Network)

These are the results of the campaign:

274 MM impressions delivered

23 integrations that reached 39% of all TV households over the campaign

Through strategically planned adbuy, Tide’s delivery was 4.7% higher vs. game-average ratings

We reignited #TideAd, increasing usage of #TideAd by +1389%

We achieved the highest share rate ever in Tide’s social history

We owned 24% of the Thursday Night Football conversation, beating out the biggest brands across sports, beverages, automotive, QSR and telecom