The one thing Americans love more than procrastinating their laundry is football. And the two come together every NFL season when Sunday goes from laundry day to football day for 184 million NFL fans.

So how did Tide get people to stop watching their favorite sport to do their least favorite chore?

We didn’t.

We targeted fans the one week their team didn’t have a game, called the bye week, and delivered custom content from players to encourage them to tackle their laundry piles. We offered time-sensitive discounts and rewards for those who did their laundry, and

used an equally intimidating pile of NFL players on broadcast to remind fans to get laundry done when their teams were off.

In an effort to get NFL fans to stop putting off their laundry during football season, Tide launched a highly-targeted campaign speaking to individual fanbases on the week their team didn’t have a game (the bye week). We partnered with the NFL to create custom content with players, brought an intimidating pile of laundry to life on broadcast, and even rewarded fans who got their laundry done with meet & greets, tickets, and other prizes. By the end of the season, 14,000 lbs of laundry got done, proving Tide can’t always stop the pile, but it can always get to the bottom of it.

As America’s #1 laundry detergent, Tide knows NFL fans don’t want to miss a minute of their favorite sport to do their least favorite chore. So instead of trying to convince our target of NFL fans to do their laundry during football season, we decided to target each fanbase the one week their team didn’t have a game - the Bye Week. Instead of talking to 184 million fans en mass, we created a hyper-targeted campaign that spoke to fanbases one week at a time, when their team was off. Tide asked fans to tackle their overgrown pile of laundry that week so they wouldn’t have to miss a minute of their favorite team’s game when they were back on the schedule the following week. Fans that participated and shared their cleaned piles were rewarded with personalized messages, tickets to games, meet and greets with players and more.

The 18-week campaign launched with a national commercial that brought an intimidating laundry pile to life to show fans Tide could tackle the pile they’d been putting off all season long. From there, we targeted individual fanbases one week at a time, with social videos from players on Instagram and Tiktok encouraging fans to get their laundry done while their team was off. We activated retailers across the country with time-sensitive coupons active only during bye weeks, and even rewarded fans with meet & greets, game tickets and more.

The campaign resulted in over 1.6 billion impressions, 641,000 engagements and managed to sell more Tide in five months than the competing detergent sold in a year. But the most important result? Over 14,000 pounds of laundry got done, proving that while Tide can’t stop the laundry pile during football season, it can certainly tackle it.