Insight: Vietnamese people save white shirts for special occasions, simply because they feel that they can create a better impression if they dress in white.

We decided to prove the power of a white shirt in daily life, through a YouTube video.

The video demonstrates a real experiment took place on the streets of big cities of Vietnam: Ha Noi, Da Nang and Sai Gon.

We worked with real street vendors. On Day 1, we documented their daily work routine. On Day 2, we gave each of them in a white shirt and asked them to perform the exact same work routine. The difference was impressive. On Day 2, they earned more and received better attitudes from people.

Conclusion? A white shirt can make a big difference, in how people feel about you and how you think about yourself.

Trust the power of a white shirt. Trust the new Tide.

The campaign was implemented with 3 phases covering all parts of Vietnam:

- Realization: Starting from end of Sep 2015 to the middle of Oct 2015 to activate public discussion about the importance of a white shirt and create anticipation for the YouTube video.

- Act: From the middle of Oct 2015 to the beginning of Nov with 3 objectives: (1) driving traffic to the YouTube video, (2) strengthening the emotional attach to the white shirt through Tide social experience and (3) introducing the new Tide as a trustworthy partner to maintain a superior whiteness for clothes.

- Sustenance: generate people’s affection towards white shirts and promoted Tide as the ultimate solution for keeping shirts white.

Within 1 month of the campaign launching, the online video got 5,065,851 views on YouTube with view-through rates reaching 79%.

The campaign gained 19,121,156 of impression equals to VND 858,539,916 (approx. 40,000 USD) of impression value indicating an approximate 575% growth from the original investment, of which earned media contributed approximately 325%.

On the amplification through social media, campaign reaches 7,926 interactions through KOL channels equals to VND 296,009,424 (approx. 13,500 USD) of interaction value. PR Return-on-Investment is almost 4.8 times.

Tide Vietnam value share has increased 7.5 points index for all Tide variants.