Tide + Stride Rite.
A multi-year partnership pairing Tide's cleaning power with Stride Rite's washable shoes, built from a single sweepstakes into a full national retail and media program.
increase in data capture
increase in loyalty metrics
retail locations activated
Two category leaders, one shared customer, no shared purchase moment.
Tide and Stride Rite both sell to the same busy parents, but nothing in either brand's everyday marketing connected the two. Stride Rite wanted more data on its shoppers; Tide wanted more people trying Tide Pods.
Paired the products, then built out the channels over time.
We launched with a sweepstakes to generate excitement and capture data, then expanded into in-store sampling across 400+ Stride Rite locations, plus social, in-mall advertising, print, and on-pack messaging — a multi-year program, not a single campaign.
Double-digit growth in data capture and loyalty, sustained over years.
The partnership delivered a 22% increase in registration and data capture and a 27% increase in loyalty metrics, plus billions of impressions — proof that a well-matched partnership compounds when brands commit to it long-term.