2. PROCTOR AND GAMBLE

3. BRANDS

5. OVERALL GOALS
• Increase Brad awareness via Twitter, Youtube,
and Instagram
• Increase long-term profitability via promotion
and online contest
• Keep existing and acquire new customers via
promotion and online contest

6. #CHALLANGETHETIDE
• Twitter and Instagram
 Photos will be submitted by participants where they show their
most creative ways to use dryer sheets other than in the dryer
 Participants will use a #challangethetide to submit photos
 Twitter account will also update customers periodically on
everyday uses for dryer sheets other than dryers
 Exapmle: can be used as a Swiffer mop when out of
refillables.
• Targeting ages 18-40
• Vast ages might use dryer sheets for different uses
being that they are in completely differect stages of their
life.

7. HOW WILL THIS BE RECOGNIZED?
• Competition will be promoted via Youtube as an
in-display ad.
• Once competition is more popular, a mobile
strategy will be added to campaign.

8. PROMOTION
• Sales promotion on tide dryer sheets
• To last only the duration of the contest
• Advertised through Google Adwords

9. BUDGET
• Overall budget of $1.7 million
Youtube: $160,000
Twitter and Instagram: $30,000
Mobile Strategy: $400,000
Google Adwords:$300,000
Cash Prize: $10,000
Leaving about $800,000 for contingencies

10. HOW WILL WE KNOW IF IT WORKS?
• Sales
• Sales Increase?
• Twitter
• Appropriate amount of followers?
• Instagram
• A lot of people joint the competition?

11. HOW DOES IT ALL WORK
The big idea behind this whole madness is quite
simple. America runs on convenience, from food to
getting a ten-minute oil change. Having this specific
competition raises brand awareness for Tide while
also providing future growth within this certain
product line. That is, by finding different uses for
one product to have been thought of only being
used for drying clothes, creates potential for Tide to
achieve greater revenues by its customers finding
versatility in this product. In essence, we are re-
inventing the dryer sheet.