Behind Digital Genius Clorox
By Homa Zaryouni | 19 December 2013
Clorox won the top spot in our just-released inaugural Digital IQ Index®: Home Care report. At the core of Clorox’s success is high search visibility and a mobile-optimized site. The brand has 81% visibility for “bleach cleaner” across e-tailers. Its mobile site includes one of the most complete product information and user reviews among brands in the Home Care category.
In addition to making its products easier to purchase and research, Clorox launched an interactive multimedia campaign to endear itself to young users. The “Bleachable Moments” campaign aims to highlight humorous moments where bleach could be handy. For example, a woman spills a glass of red wine on her shirt after committing a social faux pas, and excuses herself to bleach it. Two of the commercials used moments from ABC’s show “The Bachelorette.”
Clorox extended the campaign to the second screen with the Viggle app. Users could check into the app when seeing a Clorox ad on television to increase their chances of winning the “Bleachable Moments” sweepstakes.
Clorox invited viewers to share their own bleachable moments for a chance to win the $20,000 sweepstakes, and received more than 100,000 entries. The Home Care brand’s digital strategy is an example of one that successfully combines the practical and entertaining.