July 6, 2016 / By Sal Basile
Breaking through to fans on Super Bowl Sunday, the biggest day of the year for brand marketers, is hard enough, but Taylor and Client Partner P&G set out to do it without a television ad. Not only did P&G’s Tide Pods product break through, Taylor helped P&G own the social conversation around Super Bowl 50.
The Super Bowl is known for having the largest social conversation of the year, and we at Taylor knew the only way to be heard over the static of over 250 million social interactions was to have a compelling story augmented by the passion of the fans. Identifying key influencers that mirrored Tide Pods’ “Small But Powerful” mantra, Taylor created a multi-platform digital strategy that connected 10 superstar athletes, famously known for being underestimated, across a variety of sports that allowed for fans to join in the conversation. Using videos produced by Taylor Creative Studios, these athletes reminisced on their underdog moments and proved “Small But Powerful” was a truth they lived by.
The results were immediate and astounding: 56 million fans were reached across Twitter and Facebook, garnering 23 million videos views, of which 28% were organic – double the view-through rate benchmark. Where other brands spent an estimated $4.5 million for a 30-second TV spot, Tide earned more video views than any video ad over Super Bowl weekend.