Super Bowl Edition: It’s a Tide Ad #TideAd
Consecutively being the biggest sporting event every year, the Super Bowl has massive viewership— making it one of the top marketing opportunities for many brands. Advertising during the game has become something of a competition in itself as brands often use every resource at their disposal to impress the masses and garner the most engagement through social media and word-of-mouth. The brand I believe to have won the 2018 Super Bowl ‘advertising competition’ is Tide with its “It’s a Tide Ad” ad campaign.
Here’s my breakdown:
How was Tide so successful in developing its ad campaign?
The answer is simple: the brand recognized an ultimate truth about human behavior and exploited it to create a strategic campaign that made the audience think “Woah. That is so true.” If you haven’t seen the ad spots yet, click here. The spots show Stranger Things’ actor David Harbour on set of what it seems to be various typical Super Bowl ads— ranging from a car ad to a jewelry ad— saying “It’s a Tide ad” to reveal that what you’re watching may not be what you think. There is an element of becoming self-aware as the brand shares its brand message with us -- “If it’s clean, it’s got to be Tide.”
What’s the insight?
So: what’s the insight? Everyone— women, men, children, and elderly alike— want their clothes to be clean and fresh with every wear. This insight is so simple yet so fundamentally true, and Tide was able to leverage it to position the brand as the detergent that always leaves your clothes perfectly clean, just the way you (and everyone else) likes it.
What was Tide’s goal, anyways?
I believe that Tide’s goal was to take over the Super Bowl with a campaign that positions the actor as an omniscient narrator asking viewers to question every ad they see. Because, if you’re seeing clean clothes, you could definitely be watching a Tide ad. It’s as Tide branded clean clothes as a trademark of its brand, positioning the basic functionality of detergent as one that is only synonymous with Tide. Smart thinking, Tide.
Tide did exceptionally well with connecting its big insight to the strategy for the brand’s 2018 Super Bowl commercial. I am already looking forward to what Tide will come up with for its 2019 Super Bowl spot!
See the ad below:
In today’s fast-paced world, there’s no denying that consumers are looking towards video content to learn about products or services they are interested in. According to a Think with Google research study, 50% of internet users look for videos related to a product or service before visiting a store, with 4 in 5 consumers stating that demo videos are helpful to their shopping experiences. Video Content has become a crucial aspect of a consumer’s purchasing journey and it is vital that marketers and professionals alike know how to harness its massive potential.
So— what do you need to know to master video content?
1. Always clearly define your goal
Make sure to have set benchmarks in mind when creating a content strategy. This is essential: Are the videos intended to drive consumers to your site or to build brand awareness? Once the goal is determined decide which metrics you want to use to measure performance (your KPIs— key performance indicators). A great example of a company that executed an excellent video content strategy is Lowes. Its “Fix in Six” campaign garnered millions of views, likes and shares by sharing fun and simple home improvement tips. With a clearly defined goal, the campaign was able to raise awareness of the brand among older millennials as the best place to shop for all your home needs.
2. Always understand the purchasing path of your target audience
Where is your target audience going to encounter your brand online? What is their mindset? On what channels are they consuming content? Once you can answer these important questions, you can begin to build your content strategy and think through the appropriate subject matter, content, and where it should be placed within the channel for maximum engagement. Understanding consumer behavior and their path to making a purchase in your industry is important to creating a successful and memorable campaign. It’ll make your ROI worth it. Think with Google is a great resource to understand your consumers’ purchasing journey in your relevant industry. Take a look here.
3. Know that video content strategies are important to all industries
To remain ahead of the game in the constantly changing digital landscape, both brick-and-mortar and e-commerce companies need to understand the utmost importance of video marketing. According to a study done by Think with Google, 81% of video-viewing occasions get all or most of people’s attention. That’s a lot of awareness being built around your company and shown directly to your target consumer. Video strategies provides flexible and relevant content that today's consumers need, all while adapting to the busy, on-the-go lifestyle they want. By thinking about video content from the perspective of your consumer, brands can ensure they have access to the important information that matters to them and to their business's success.
Dearest Thorn Birds,
I thank you.
I thank you for taking me on a literary journey through the 1915’s and beyond.
I thank you for sharing the greatest tragic love story with me; for making me a part of it—a part of you.
I thank you for showing me what love is, what it means, and what it takes.
I thank you for teaching me that the things worth it in life come with the greatest pain; undeniable pain.
I thank you for allowing me to explore the depths of my imagination; for always keeping me on my toes.
I thank you for picking me up when I needed you the most; for being my perfect escape from reality.
I thank you for connecting me to my dearly departed mother, who cherished you just as much as I do.
I thank you today. I thank you always. I thank you forever.