Take a Load Off - Procter & Gamble and the Alliance to Save Energy
The heating of water is one of the largest uses of energy in a typical American household, accounting for up to 80 percent of the energy used per laundry wash load. If everyone in the U.S. washed their laundry in cold water, CO2 emissions could be reduced by 11 million metric tons annually and save enough energy to power the Empire State Building for more than 400 years.
In partnership with the Alliance to Save Energy, Procter & Gamble Tide Coldwater brand created the “Take A Load Off” cause marketing campaign centered on a simple, “hard to say no,” call-to-action for consumers: Take a load off the energy grid, your wallet and the environment by making one simple change this Earth Day— switch to washing your laundry in cold water.
A simple social engagement platform was created that asked active mom-bloggers to try cold water washing and provide honest feedback about both the product overall and whether or not they would change their own behavior after using it. The results not only helped inform how best to construct a compelling campaign architecture, but the online reviews posted by moms also filled social channels with positive testimonials that would be leveraged later in the campaign. Both purchase and recommendation intent increased 100% after the trial (from 37% to more than 75%); Nearly 1/3 (27%) stated they would switch exclusively to Tide Coldwater after participation and 50% said they would wash in cold water more frequently.
Expectant mom and host of ABC’s Wipeout, Vanessa Lachey, served as spokesperson for pop-up consumer events, blogger luncheons, media interviews and social media chatter. Pop-up Laundry Lounges in Los Angeles and New York City featured educational displays showcasing impact statements and on-site brand ambassadors engaged consumers on the financial and environmental benefits of cold water washing. In addition, a Facebook sweepstakes incentivized consumers to “go cold” for a chance to win HE washer/dryer sets and a year’s supply of Tide Coldwater.
The partnership secured 36,707 promises to “go cold” and 121,109 sweepstakes entries, 40 posts from influential bloggers and Awareness of the cold water washing promise more than tripled among word-of-mouth partners.