Some brands have grown exponentially since their inception. Tide is one of them. How did they manage it? What did they do to increase their customer base? What did they do to keep their consumers coming back? We think Tide’s Marketing Strategy played a significant part in all this, especially its digital marketing strategy. This article analyses a few digital marketing strategies used by the company to give you an insight into what they have been doing.
About Tide
Tide is an American detergent brand launched by Procter & Gamble In 1946. Tide laundry detergent was originally a synthetic meant for heavy-duty, machine cleaning – an advance over the milder cleaning capabilities of Fewa and Dreft detergent brands.
Tide was first released in 1946 as the world’s first heavy-duty detergent in test markets in the United States, and nationwide distribution was completed in 1949. The company swiftly established dominance in the US detergent industry, dwarfing Ivory Snow’s sales and hastening the downfall of two of its key competitors, Rinso and Gold Dust Washing Powder, both Lever Brothers brands at the time.
Today, Tide is known for its load of laundry facility in which Tide uses the most sustainable ways to wash and clean clothes to millions of people in times of need. Slowly the brand entered other countries like India, Europe, the United Kingdom etc. In India also, Tide is one of the best laundry detergent brands followed by competitors including Ariel and Surf Excel.
Now that we are discussing Tide, let’s look at their marketing strategy too.
What’s new with Tide?
Here’s what was buzzing around Tide recently:
- In IPL 2023, Tide became the official laundry partner for the Kings XI Punjab.
- In order to make astronauts’ clothing washable and reusable in space, NASA (National Aeronautics and Space Administration) collaborates with Tide’s parent company, Procter and Gamble.
Let’s now understand the target audience of Tide better with the help of a buyer persona.
Buyer Persona of Tide
A buyer persona generally refers to the detailed information of an ideal customer of a company. When it comes to Tide, people from India use it the most. This buyer persona will help you understand the attributes of regular a Tide user.
Buyer’s Persona
Name:
Emily Mills
Place:
Texas, USA
Age:
29 years
Profession:
Software Engineer
Motivation
- To achieve career success and make a positive impact on the world
- To have a fulfilling personal life and raise a happy family
- To maintain a healthy and active lifestyle
- To learn and grow continuously
Interest & Hobbies
- Hiking, biking, and other outdoor activities
- Reading, writing, and learning new things
- Cooking and baking
- Spending time with family and friends
Pain Points
- Hiking, biking, and other outdoor activities
- Reading, writing, and learning new things
- Cooking and baking
- Spending time with family and friends
Social Media Presence
- youtube
From the table above we can conclude that an ideal Tide User a is a digitally-savvy small business owner or freelancer who values simplicity, efficiency, and modern financial tools.
Want to know about the current challenges of Tide? Read a detailed SWOT Analysis of the brand before moving on with marketing strategies.
Marketing Strategy of Tide
Now let us learn about the marketing strategy of Tide and its analysis and campaigns.
Segmentation, Targeting and Positioning
Most Indians like to buy cheap to moderately priced stuff for their day-to-day uses. Understanding this point, Tide segmented its products under several categories. Presently, Tide is available under popular, premium, mid-price and super-premium categories. Its affordability has exposed the brand to most of the population across the whole country. This boosted the popularity of the brand even further thus making it one of the most popular brands in India.
In general households, every decision regarding household products is taken by women. Their main priority would be to take care of their family in an effective but cost-efficient manner. Understanding this point; the company started its marketing policies targeting homemakers.
Tide released the washing bars that would provide them with the wash quality that they want. The company also released products that would attract the attention of homemakers.
For example in the year of 2009, the brand launched its new products under the name of Tide Naturals. This new product comes with the benefits of lemons and sandalwood extract that would make hands soft while giving an effective cleaning experience to the homemakers. These made the brand more popular among homemakers.
They believe that they have succeeded in upholding their objective of building a lasting relationship with customers and connecting them with significant opportunities.
They mainly focus on simplicity, convenience, assistance, trust, and security for the customers.
1. Search Engine Optimisation
Tide has put a lot of effort into SEO.
As per Ubersuggest data, it ranks in India for 179,043 keywords as of September 2023. Its organic traffic is 2,366,602 sessions per month. The stats are a million more compared to their SEO performance in April 2023.
Here are some of their Search Engine Optimisation techniques :
Backlinks
Tide gets backlinks from 431,645 unique domains. All this increases the Domain Authority of Tide’s domain and helps it rank higher.
2. Social Media Marketing
- LinkedIn – Tide Cleaners
- Followers: 35K+
- Facebook
- Followers: 3.5M
- Instagram
- Followers: 60K+
- Twitter
- Followers: 180K+
Tide is active on social media like Facebook, Instagram and LinkedIn. It has more followers on Facebook than on Twitter and, at last, on Instagram and LinkedIn.
Most of their posts are based on sustainability.
They use hashtags like #TurntoCold #OurFutureIsClean
to convey their messages.
they sometimes put up offers aswell.
most of their posts are as an update of their ‘Loads of Hope’ drive they run.
Tide’s Loads of Hope is a charitable program that provides free laundry services with mobile laundromats to communities affected by natural disasters, offering clean clothing and support for recovery. It was initiated in response to Hurricane Katrina in 2005 and has continued to assist in disaster-stricken areas.
Hey, If you want your business to get success on social media platforms or have a curiosity about how marketing works on these channels, then you must check out the short-term SEM course offered by IIDE in which you will get everything you are looking for to understand marketing on social media.
HASHTAGS
Blending humour with everyday situations faced by the common man, Tide has created a high RQ i.e., relatability quotient in the market. Campaigns like #TideWhite, #TideUltra, #TideGivesExtra, and #CollarUpWithTide has struck a chord with the public and enhanced the emotional engagement of the brand. Their most recent campaign would be their #AngelsInWhite campaign. It was introduced to pay respect to the health care professionals who are fighting everyday in order to win this war against Covid-19 pandemic.
Marketing and Advertising Campaign Examples
Here are some of the unique and successful advertising campaigns of Tide:
- Catchy Taglines
Even if a person is not a consumer, they are still aware of the brand due of Tide’s catchy tagline, which is one of the most recognised taglines in the detergent market. “Kyun chaunk gaye na?” “Tide hai toh, White hai” and “Tide Plus, joh de White Plus” are a few of their catchphrases.
Ayushmann Khurrana the Indian Bollywood actor roped in as brand ambassador of Tide in June 2022. The partnership has launched with the first Tide advertisement featuring the actor, for the Tide Ultra variant designed specifically for the washing machine.
2. Tide x Multiverse of Madness
Tide recently tied-up with the latest MCU movie – Doctor Strange in the Multiverse of Madness: Cloak vs. Tuna Melt. In the advertising campaign, you can see the Cloak of Levitation got dirty during a fight and Wong cleaned the Cloak of Levitation using Tide detergent in a washing machine.
The crossover of Tide x Multiverse of Madness no one expected, but glad the marketing campaign for both worked successfully and the video on Tide’s channel on Youtube got more than 3,912,481 of viewership.
3. Tide’s ‘You’re Gonna Need More Tide’ campaign: The campaign has taken the internet by storm, thanks to its hilarious and relatable videos showcasing the cleaning power of Tide’s Power Pods laundry detergent. One standout video features a man struggling to rid himself of thick mud, humorously exclaiming, “I’m going to require additional Tide.” This video alone has amassed over 10 million views on YouTube and 100,000 shares on social media, earning praise for its humor and relatability.
This campaign, with other videos depicting messy scenarios like wine spills and chocolate-covered faces, has not only boosted Power Pods sales by 20% but also received acclaim from marketing experts for its clever use of humor to engage consumers. Tide’s ‘You’re Gonna Need More Tide’ campaign is a prime example of how humorous and relatable content can effectively promote a product, yielding impressive results and industry recognition.
4. Tide & NFL Campaign
Tide and the NFL have launched a new campaign to encourage fans to “Turn to Cold” when washing their clothes. The campaign features a series of videos and social media posts that highlight the benefits of washing clothes in cold water, such as saving energy and reducing greenhouse gas emissions.
The campaign is part of Tide’s ongoing effort to promote the use of cold water for laundry. In 2020, Tide launched the #TurnToCold campaign, which encouraged consumers to wash their clothes in cold water to save energy and reduce their carbon footprint. The campaign was a success, with Tide reporting that it led to a 10% increase in the number of loads of laundry washed in cold water.
Top Competitors of Tide
Here’s the list of top competitors of Tide:
- Rin
- Surf Excel
- Unilever’s Purex
- Airel
- Persil
Conclusion
As we wrap up our analysis of Tide’s impressive digital marketing strategy, it’s clear that staying up-to-date with the latest trends and techniques is key to success in the digital marketing world.
Whether you’re a marketing professional or just starting out, be sure to check out our free digital marketing masterclass to gain a solid foundation in the essentials of digital marketing.
Who knows, you might just develop the next big marketing strategy like Tide’s! Don’t forget to share your thoughts and comments on Tide’s strategy in the comments below.
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