Case Study: Procter & Gamble boosts Tide HE detergent awareness and acquires 48,000+ subscribers with Genesys Cloud SMS campaign

Tide Cleans Up by Building Product Awareness for High Efficiency Detergent

Procter & Gamble’s Tide faced a consumer-awareness challenge: many shoppers weren’t aware that high-efficiency (HE) detergent must be used in HE washers to get proper results. P&G saw an opportunity to use mobile interactions to reach consumers at the point of market entry and drive adoption of Tide HE detergent.

Using Genesys Cloud, P&G launched the “Tide Text for Tips” SMS campaign offering laundry tips, stain solutions and special offers, with a biweekly message cadence and an opt-in incentive of a chance to win a year’s supply of Tide HE detergent. The program attracted more than 48,000 subscribers with low opt-out rates, was extended three times due to its success, and remained active through March 20, 2014.

Procter & Gamble

Kim Wiethorn

Marketing Leader, North America, Alliance Innovation Team