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The linear TV activity will leverage performance insights gleaned from both Adalyser's tracking software and Tide's internal Data Analytics tools. The data driven approach and imminent spot-by-spot response will allow fluidity in campaign optimisation to reach Tide's acquisition targets. From this, the strategy will be optimised to enhance its long-term effectiveness.
Tide's TV debut follows a concerted push on national and regional radio (https://www.thedrum.com/news/2019/04/29/challen...). The brand has also raised awareness and driven performance with strong digital campaigns on Social Media as well as OOH activity across London Underground, Rail and Taxi placements. In July the company also ran a successful broadcast PR push around new research on female entrepreneurship.
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This next phase in Tide's media strategy reflects the brand's ongoing momentum and ambitious Q3 targets. With nearly 100,000 businesses signed up and 12.4 million transactions processed since its launch in 2017, the inclusion of TV represents a statement of intent.
Commenting on the campaign, George Schmidt, Head of Marketing at Tide, said: "TV advertising is a natural next step for Tide following the growth we have seen off the back of our coordinated digital, radio and outdoor campaigns".
"We are excited to bring Tide to the small screen with a playful advert that incorporates the Tide personality. Improvisation is a key skill mastered by successful entrepreneurs - we know from speaking to our members that it is an aspect of running a business that they are proud of and identify strongly with. We are confident it will have a positive impact on an ever-wider audience"
Amabel Pearson, Brand Director at Guerillascope, added: "TV advertising is a proven builder of brands, so we are pleased that Tide has chosen to incorporate this media channel into its strategy. The company is an example of how marrying a great product with ambition and an openness to new ideas can fuel business growth."
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Visit Tide.co (https://www.tide.co/) to learn more about the banking account that gives you one less thing to improvise.
Stuart Bryan, Guerillascope
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