american advertising federation: national student advertising competition
2024 tide campaign
Ask? Get Gen Z to turn 75% of loads of laundry to cold water.
Answer. The Dial makes the Difference.
Role: Media Planner, Presenter
Tide and P&G’s fiscal calendar spans from October to September. We optimized streaming services and social media (Instagram and TikTok) to run all year to boost all of our in-person placements/events/partnerships. Our partnerships with Goodwill, College Dorms, and Depop also ran year-round due to in-app interfaces and in-person decals.
MEDIA TIMELINE
Our given budget was $50-$75 million for each aspect of the campaign. We calculated the frequency of digital ads, price per week, CPM, impressions per ad, and more. For our physical placements, we went all the way as to the price for semi-trucks carrying equipment, event staff, individual decal price, location rentals, and more.
MEDIA BUDGET
