Last week I wrote about the Tide Loads of Hope campaign (here) and how they had transcended laundry detergent altogether by looking beyond the bottom line and reaching into the lives of potential customers and making a real, tangible difference.
Emotional connection?
You bet.
So much that, as mentioned, I bought one of the Tide vintage T-shirts online to help support the cause (all profits from the purchase go toward the program). Well, that purchase led to yet another positive connection that "Tide" it all back together.
My shirt arrived Monday and I just opened the box last night. Inside the box, along with the standard copy of the invoice, was a nice thank you card. A nice touch, but what really brought it home was the T-shirt itself.
It was really, really, really SOFT . . . The kind of shirt where you want to have people touch it to show how soft it is.
Kelly asked "How'd they get that so soft?"
Being that they make laundry detergent, you can bet that the shirt being ultra-soft was no accident. Think they want us to believe that Tide made it that way?
This is a great example of paying attention to the details in communication from start to finish. They began by showing us that they were more than just laundry detergent – and capped it all off with reminding us who they still were at their very core. And they did it in a wonderful, non-overt & experiential way. At every touchpoint in this campaign they excelled.
Never think that the small details are unimportant – communicate your message and your promise from start to finish, using every touchpoint as an opportunity to connect.
I'll tie all of this together myself with a closing joke:
Q: Why should you wash your clothes in Tide?
A: 'Cause it's too darn cold out-tide!
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