Situation: As the data privacy landscape continues to evolve with new regulations and broad sweeping tracking implications from companies like Google and Apple go into effect, it is imperative that brands focus on building direct relationships with their consumers and capture their own first-party data.

Brief: The team at Tide knew they needed to tackle this problem but they also saw it as an opportunity to not only capture data but do it in a way that delivered value and an exceptional experience to the consumer. Prior to this strategy, Tide did not meaningfully collect leads, had virtually no information and the website did not deliver value-based engagements to the consumer.

Objectives: The objectives were as follows:

Capture 10,000 new leads with 2-3 important data attributes associated with each new lead

Test different consumer engagements to see which ones delivered the highest engagement, completion, and lead capture rates

The solution was to partner with Jebbit, a platform to create interactive experiences such as product matches, personality quizzes, and trivia to deliver a more valuable experience to the consumer while also asking a few important questions to deliver a personalized and relevant recommendation to each consumer.

These experiences allowed the Tide team to capture data directly from the consumer which is not only much more accurate but also allowed them to capture the types of data that you cannot get unless asking a consumer directly such as how many loads of laundry you do a week, what scent do you prefer, does your household have sensitive skin?

• The Tide team launched 8 different onsite experiences over the course of this test. This included product match quizzes, personality quizzes, trivia, spin-the-wheel gamification, and simple lead capture forms. These were tested in a variety of different formats including lightbox (site pop-up) units, chatbot units, and embedded hero images.

• The data-related goals were as follows:

Determine if they could capture first-party data in a more scalable way than past methods

Determine which forms of engagement delivered the highest lead capture rates

Determine which site placement performed the best

Determine if the Jebbit experiences would provide insights into consumers’ household laundry needs and key data attributes they desired

• The Tide experiences provided the user with personalized recommendations based on how they answered the questions. Each answer to the questions was scored to align with the right outcome recommendation, therefore creating a truly custom journey based on the consumers’ needs and preferences.

The data was not just used to create in-the-moment personalization but the data captured seamlessly was passed into P&G’s consumer database for future remarketing and communication efforts. The consumer data was also used to optimize the Jebbit experiences itself to drive the highest engagement possible. Iterations such as modifying questions, changing creative, and optimizing results logic were all part of the process that helped exceed the goals.

The goal was to capture 10,000 new leads with 2-3 attributes per lead.

The results:

Over 150,000 emails were collected, a 21.5X increase of Tide’s benchmark of 7000 emails per campaign.

Average of 28% conversion on the Spin the Wheel Lucky Coupon landing page, 3.5X higher than our most recent activation prior to Lucky Coupon

CPA of less than $1 per email collected vs. $3-4 goal based on best-in-class industry benchmarks

Over 500,000 questions were answered and 450,000 data attributed collected