Ariel and Tide: E-direct, a New Way to Shop Laundry

Ariel and Tide, a laundry detergent, launched a campaign in Saudi Arabia to increase volume and spend per buyer, achieve 10% of repeat purchases via the app, and drive app installs in a cost-effective manner.

Campaign details

Brand: Ariel and TideBrand owner: Procter & GambleEntrant company: Leo Burnett BeirutIdea creation: Leo Burnett BeirutMarket: Saudi ArabiaSector: Laundry productsMedia channels: Direct marketing, Mobile & apps, Online video, Outdoor, Out-of-home, Packaging & design, Search marketing, Social media, Word of mouth, InfluencersBudget: 500k - 1 million

Executive summary

To respond to changing customer habits in a traditional and saturated category, we identified a golden opportunity for Tide and Ariel and created a new service and a new way to buy laundry detergent.

As buying detergent is...

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