Clorox Company Case Study

The Clorox Company has been making cleaning products for over 100 years. The brand wanted to reach out to the modern mothers and fathers with an on-the-go lifestyle and try and erase the notion that the brand was just bleach and for grandmas. Clorox wanted to emphasize how their products help clean up messes faster allowing the consumer more quality time with their family. Clorox got insight that showed new parents turned to social media to post and laugh about the messes their children had made. This is where the idea for the Clorox Ick Awards resulted from. The awards would be a real-time consumer event on Twitter. Powered by the live tweets from consumers at home and utilizing hashtags to generate the shows content. Overall bonding modernized …show more content…
The first objective was to turn the boring topic of cleaning into an interesting topic on Twitter among modern parents. This was an impact objective because they wanted to change the parent 's mindset of cleaning first, being in the attitudinal category. The objective was specific in it wanting to make the topic of cleaning something to post about on social media among modern parents in the age range from 25 to 40. The objective was measurable because Clorox could track on social media if parents were posting about the topic and reach their goal. Secondly, they wanted to change the parents ' attitude of "mess" to a positive reality of everyday modern parenting life, while associating the Clorox brand of products as a good solution and trustworthy product in helping moms and dads clean up messes. Again, this is an Impact objective under the attitudinal section because they want to convince parents of a new way to view cleaning up messes while inserting the idea of Clorox being the solution to clean these messes. This objective is specific, however, I 'm not sure how you could measure from social media how parents attitudes would be changed about cleaning up messes. I think they could change this objective to be more measurable and track how many parents posted about cleaning up their children 's messes with Clorox brand products and gauge whether or not the post was portraying the brand …show more content…
Clorox demonstrated source creditability aligning with Saturday Night Live alumna Rachel Dratch, She is a mother and a comedienne, relating to the target audience of parents and bringing humor and fun to the event. Then partnering with the dad bloggers Charlie and Andy from @HowtoBeaDad to host the Twitter aspect of the event. These bloggers were source creditability as they have an influential network of followers aligned with the campaign 's target audience of modern parents who seek social media for parenting tips. The campaign did fine with attaining source credibility, but with it being an award show theme, they could have had celebrities or online content creators in attendance that mirrored the targeted audience at the award show aspect on a step and repeat, or have them endorse the award show on their respected social media platforms gaining the attention of the target audience. The next component is salient information; the campaign utilized this in wanting to change how the modern parents viewed cleaning up messes and in turn insert the Clorox brand. "Clorox wanted to convert this younger generation into brand enthusiasts—highlighting the important role Clorox products play in not only cleaning up life 's messes but in also freeing up time for the important things in life—like spending quality time with family."(Silver Anvil Awards). The Brand wanted to insert Clorox as a