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In 2000, WHITTMANHART partnered with Tide, Downy® and Bounce® as Interactive Agency of Record (iAOR) for each. Together, we produced a breakthrough, online category destination called "The Tide Fabric Care Network" featuring these brands among other P&G fabric care brands. Tremendous successes in the online space have provided measurable business results in critical areas of branding, new product trial, and retail sales.

Since its inception, The Tide Fabric Care Network has offered the most robust fabric care information on the Web. Attributable success comes from content additions that engage the consumer with the brand in double-digit session times, a communication platform that reaches millions, and compelling creative that speaks to the target consumer with relevance and appeal.

Today, strategic leadership, unique platforms, cutting-edge technology, and award-winning creative produce interactive, market-leading strategies that drive and deliver measured results and business success for these brands.

In addition to the Tide Fabric Care Network, WHITTMANHART drove over one million visitors to tidecoldwater.com. The interactive program created for client Procter & Gamble had asked consumers to take the "Tide Coldwater Challenge" online and then tell their friends. With one million visitors to the Web site, the campaign exceeded expectations for P&G and is poised to become one of the most successful in the brand's history. WHITTMANHART supported the launch for the Tide Coldwater brand by developing a holistic, integrated, interactive, viral campaign to support the launch. The WHITTMANHART team created an online strategy that seamlessly integrated with the offline campaign and delivered a powerful, brand building user experience. Participants were able to track the progress of the overall challenge as it spread around the country and see their own personal impact by color-coded indicators of friends they had referred to the Web site. Additionally, the WHITTMANHART team helped build awareness by tying the online strategy to the sample program by leveraging P&G's current consumer base and developing partnerships with other P&G brands to help spread the word.
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