From puke to pee to poop, Clorox does it all, but faced issues when it
came to their sales (as in, they weren’t selling).
The company found a way to increase their “young parent” purchase power by using Twitter and other social media sites to gain some traffic.
The company found a way to increase their “young parent” purchase power by using Twitter and other social media sites to gain some traffic.
“The campaign not only stemmed
declining sales, but increased them by 2 percent during the 13-week campaign,
which won top honors in the Best Digital PR Campaign category of PR Daily’s
Digital PR & Social Media Awards” (Amire).
With the increase of Internet use
and the term “Google it” getting tossed around like crazy, it’s no wonder
parents are going to the Web for answers to various parenting issues. Clorox
saw this as a way to get some brand awareness and re-vamp their marketing
strategy.
They created the hashtag
#BleachItAway in an attempt to get parents from all over to tweet their
experiences and offer up solutions for any “accidents” their little ones may
have had that day. Bleachitaway.com
also took off as a place for parents to share stories as well.
The PR firm, Ketchum used viral
videos , blogs, and Facebook/Twitter as media for the campaign too.
When it comes to the numbers,
Clorox Bleach online conversation went up by 38 percent and there was a 72
percent click-through rate on Twitter that led to bleachitaway.com
Bethenny Frankel also took part as
the celebrity head, getting mommy bloggers to upload videos of their own
at-home messy moments.
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