How do we help readers take control of their homes as an ‘infodemic’ swirls?
We replace fear with truth.
With all the noise surrounding cleanliness these days, what are the tried and true practices we should incorporate, and which one can we safely leave behind? Our digital, audio and print work cut through the misinformation to showcase tidying tips and tricks that make these unprecedented times a little simpler.
The Digital Experience:
5 Ways to Ensure Your Home Is Ready for the Holidays
Our creative work began with an editorial Paid Post that set the tone for our audio, print and digital work. With straight-forward tips, scientific information and simple step-by-step service journalism, we made it clear that our suite of content with Tide would be helpful and simple.
Click to check out the full editorial.
The Print Experience:
I call this creating the “refrigerator moment” - a piece of service journalism content that is so helpful, you want to refer to it over and over again … and you don’t want to have to go searching to find it. Thus, it gets a coveted spot where all important documents go: The ‘fridge.
This ran in a Sunday edition of the New York Times, as the issue has an incredibly large and invested readership.
The Audio Experience:
Custom Ad Spots in The Daily
(… Written by moi)
Spot #1
There’s nothing like home for the holidays - unless you’re surrounded by a festive mess! That’s why we talked to the deep-cleaning experts at Tide about the smartest ways to clean the mess you can see and all the dirt that goes unseen.
To learn how to tackle laundry, transform your home and beat stains & odors in a snap, head to NYTimes.com/Tide.
Spot #2
Preparing for the holidays brings lots of joy - annnnnd a whole lot of mess. From disorganized closets to piles of laundry, do you know the smartest ways to get your home (and your clothes) deep cleaned in a snap? Tide’s got the answers, straight from one of their scientists - and a high-quality clean is a lot simpler than you think.
To learn the top ways to transform your home before holiday crunch time, head to NYTimes.com/Tide.
Spot #3
Oh, the holidays. With so much on our minds, we always end up with accidental messes drips, messes and slips. And when time is of the essence, we need cleaning solutions that work fast - the first time. That’s why we’re launching the Tide Guide to a Total Clean: Your one-stop-shop for stain-tackling tips. Check out our spread in this Sunday’s New York Times to learn the right way to clean everything this holiday season.
Tide Hygienic Clean has got your back (and your front) covered.