Tide laundry detergent had always sold well in the suburbs but underperformed in urban markets, so Procter & Gamble asked us to help them expand the brand’s presence into the most populous cities in the United States.
Internal marketing teams were too far removed from these new customers—making educated guesses based on purchased demographic data—so we invited them to spend an entire week staking out New York City laundromats and gathering thick data together.
By inviting the client to participate in this ethnographic research in person, we showed them how off-base dashboard-driven assumptions can be. Urban laundromats were complex, multi-faceted spaces, and no amount of demographic data could have revealed the rich social dimension these spaces provided to a community.
Insights borne from this work led Procter & Gamble to create the #NYTough campaign, which encompassed multiple home and personal care brands in the P&G family and leveraged authentic, people-driven insights to resonate with a brand new market.
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