Now I don't mean for this posting to come off with a sexist overtone and imply that only women do laundry, so just note that I spent the better part of my youth getting smacked around by my older sisters so I have little illusion regarding male superiority.
With that said:
According to a the recent article Good Experiences Motivate Women to Share Product Info from eMarketer.com, “92% of women turn to friends and family for product information, making word-of-mouth their top source.” A large majority of female internet users also said they are likely to share information on the web and “In every product category studied, sharing good experiences, and often a desire to help other consumers make smart purchases, came ahead of sharing bad experiences as a word-of-mouth generator.”
Tide is making excellent use of this phenomenon on their website via the StainBrain link. Clicking this leads to a page in which users can find solutions to common stains broken down into numerous categories, as well as post their own solutions.
Clicking on a stain like chocolate leads to a further page in which these solutions submitted by other users, as well as an official one from Tide, are displayed. And all but one of these solutions was submitted by a woman (unless Wayne M. isn't a dude), and most utilize Tide in some way.
This offers other women (and men of course, but the study wasn't on us and we'd probably give up and buy a new shirt anyway) a place to share and receive positive word-of-mouth regarding Tide and the solutions it offers, further enhancing their brand image outside of a traditional forum which may play host to negative views (this is the internet after all).
Tide does an excellent job of valuing the customers by giving them a voice and offering them an opportunity to shine. Many sites are incorporating a way for the public to add their voice to the product.
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