Tide Campaign

I worked with a team to develop an advertising campaign for Tide in the National Student Advertising Competition (NSAC), focusing on driving cold water washing adoption and achieving a 75% conversion rate by 2030.

As part of the strategy and secondary research teams, I conducted research to inform our campaign’s approach.

I led research efforts, using focus groups, in-store observations, and surveys to gather insights on consumer behavior. I also analyzed MRI-Simmons data and white papers to ensure our strategy was aligned with market trends. I synthesized findings into actionable insights to guide campaign development.

Our research-driven strategy contributed to our team winning the regional competition. The insights helped shape an effective campaign, driving Tide’s goals of increasing cold water washing adoption and enhancing brand sentiment.