Tide needed to tap into the emotion of the moment in order to create content that would resonate with Packers and NFL fans. Guided by the insight that Packers fans have a complicated relationship with Favre, the brand did just that through an emotional video designed for both Twitter and Facebook. The video featured Favre, images from his days with the Packers, audio of his emotional retirement speech and radio calls from some of his biggest plays, all set to Skylar Grey’s song, “I’m Coming Home.” The video was edited in black and white with splashes of color, adding an emphasis to the Green and Gold and closely tying back to brand equity. In the closing shot, Favre places his jersey in a suitcase as he prepares to return home to Lambeau.

Favre posted his video to Twitter and Facebook on Thanksgiving. The content was immediately promoted to Green Bay Packers fans through targeted keyword and interest campaigns. To drive further engagement and tie the brand ever so closely to the campaign, users who Retweeted Favre’s video Tweet received a personalized message from Favre (Complete with his signature) on behalf of Tide. The message - featuring a striking image of Favre with emphasis on his Green and Gold jersey and thanking fans for their support - ignited social shares.

Current and former Packers players joined the conversation, sharing the video and emphasizing that Favre would #4ever be #OurColors. Bleacher Report posted various pieces of Tide branded content leveraging the program hashtags. This content featured career stats and accomplishments and placed an emphasis on the Green and Gold. Other media also organically shared the content as a result of timely and strategic outreach.

The video created by Tide was the most shared, most retweeted and most viewed piece of social content celebrating the moment. With more than 35,000 shares on Twitter and Facebook, Favre’s Tide posts beat out other sponsors, content publishers ESPN and Bleacher Report, and even the NFL and the Packers. It was Favre’s most Retweeted Tweet and most viewed Facebook post ever.

The reaction from fans was overwhelmingly positive:

•@GrantBillings: “@TideNFL this is why I use Tide. You guys know me.”

•@Janel_amador: “@TideNFL I still have my #4 jersey kept clean and like new condition with Tide all these years.”

•@kingoftheshill: “@TideNFL thanks Tide. They’re more than just colors to me too.”

•#OurColors was trending locally.

The videos amassed more than 3 million views across Facebook and Twitter at a Cost per View of less than $0.01 and a 30-second view rate of over 20 percent.