Using TV to disrupt the status quo

With Tide’s objectives firmly in mind, we developed a strategy focused around TV. Year one was centred on testing and learning to establish which channels, programming and day-parts drove the most web visits and app installs. The subsequent years have allowed us to ramp up ambition. With bigger budgets, we’ve introduced pulsed tactics that alternate between maximising reach and driving direct response.

We are immensely proud of the partnership we have with Guerillascope. Their strategy, planning and buying for our long-term use of TV has been instrumental to the growth at Tide over the last few years. TV is a trusted, reliable and cost-effective medium which time and time again has proven its effectiveness at hitting our key objectives - app installs, brand awareness and, most importantly, customer growth.”