Tapping into some of the most iconic moments from the history of the franchise, Tide created Collateral Stain Stories - the stories of the everyday people who live and work the Marvel Universe, who have to deal with the messes the heroes leave behind after their epic battles. And while Marvel heroes do their thing on the big screen, Tide told their everyday stories where real people tend to tell their stories: on TikTok. Turning these previously unsung background characters into enthusiastic Tide influencers. Tide leveraged Marvel fandom culture to seek out fan favorite background characters, fan theories and even turned one of Reddit's favorite extras into an action figure. 30 pieces of content and billions of impressions later, the brand proved that Tide Oxi Boost is the most powerful clean in any universe.