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Tide Adds Mobile Video Advertising to Its Campaign Load



Eric Gruen
Digital Brand Manager, North America Fabric Care
Procter & Gamble

Eric Gruen oversees digital strategies for Procter & Gamble’s fabric care brands. He spoke with eMarketer’s Lauren McKay about how the Tide brand used mobile video advertising as part of a larger ad campaign for the NFL “Show Us Your Colors” sweepstakes.

eMarketer: Tell us how Tide has used mobile video advertising.

Eric Gruen: We used mobile video ads as part of our NFL “Show Us Your Colors” campaign. It was all about engagement with the fan bases of the teams since Tide was the official laundry detergent of the NFL. We look at mobile video as an opportunity for us to engage with consumers in a medium they use quite frequently. We know NFL viewers are constantly checking scores, checking their fantasy football standings and reading team news.

With mobile video specifically, we were able to take a lot of what we were doing in traditional media, whether it was a specific team activation or our national TV spot, and bring it to life in the mobile platform.

Mobile video also boosted engagement for the “Show Us Your Colors” contest, which was tied to driving fans to share photos and other content. The winner of that contest won a ticket to the Super Bowl.

eMarketer: So what was the call to action in the mobile video ad?

“It was a way to get consumers to engage with the brand by sending us photos of their jerseys and game-day gear.”

Gruen: The call to action was “show us your colors of your team.” It was a way to get consumers to engage with the brand by sending us photos of their jerseys and game-day gear. This call to action drove engagement and got laundry detergent—which is not always top of mind—to be part of the overall discussion around the NFL.

eMarketer: Why was it important for Tide to integrate mobile video ads into a larger campaign?

Gruen: We always try to look for any of our mediums across digital and TV to be part of a bigger message because we know, as a standalone, it’s not as effective as part of a broader brand communication.

eMarketer: In what ways are mobile video ads effective?

Gruen: We look at mobile as an efficient and effective tool because that’s where consumers are most of their day. In general, digital is a more efficient medium because it allows us to use content that’s already been created for other mediums and leverage it in the mobile space in an effective way.

eMarketer: Mobile video advertising makes up a very small fraction of spending for most marketers. Why is it important for Tide to be in this space?

“We want to be at the cutting edge of innovation. And truthfully, the best way to do that is to continue to invest in mediums like mobile video that we believe will continue to grow.”

Gruen: Being such a small portion of the total pie, it’s a little bit of the chicken or the egg: You need to be able to prove the worth, but at the same time you have to invest to be able to prove the worth. At Procter & Gamble Fabric Care, and Tide specifically, we want to be at the cutting edge of innovation. And truthfully, the best way to do that is to continue to invest in mediums like mobile video that we believe will continue to grow.

A longer version of this interview is available to eMarketer corporate subscribers only. If you’d like to learn more about becoming a corporate subscriber, click here.

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