Tide reached small business owners (and just as importantly, people considering making the leap to open a small business) with relevant and helpful messaging that revolved around finances. Tide provided Nextdoor members with content ranging from tips to starting a business with no capital, information on the best side businesses to start, and topical news about the UK government’s role in COVID-19 relief for the self-employed. All the Sponsored Posts were accessible, informative and encouraging, and the imagery was carefully selected to resonate with members living a new life in quarantine.
Nextdoor members were hungry for this type of timely, productive information and appreciated that a financial institution was so upfront with help. Tide set itself apart from the financial competition by providing useful tips for starting a business as well as relevant and up to date information for local small business during the COVID-19 crisis.