Clorox Case Study Social Media

Analysis: I think this campaign was a very creative and innovative approach for a household cleaning supply company to take. The problem Clorox was facing was that it had a connotation of being a bleach product that only old people used. Since the company was losing its appeal towards younger parents, the overall goal of the campaign was to demonstrate that the least time consuming solution for modern day messes was Clorox. Research showed that parents are heavily influenced on recommendations made by fellow friends on social media (ANVIL). The research also showed that parents use social media to not only vent but also boast about their epic kid-made messy stories. Because of this Clorox decided to use Twitter as its main online platform for the campaign. This allowed for two-way communication through uncontrolled media as well as audience participation with the submission of
The first objective focused on turning the thought of “boring household cleaning” into a fun topic that could be used in social media. The second objective aimed at shifting “mess” from a negative perception to a fun and positive one. The goal of the third objective was to brand Clorox in social media and other media coverage through shareable content. All of these objectives were impacts, however the first two were attitudinal and the last was informational. The theme of Ick Awards was based off the Clorox Ick-tionary, which had been launched a year prior in 2013 (NEWS). The original online forum was a huge success because parents enjoyed creating and submitting funny terms for the messes they had encountered. The Ick Awards was a good piggy-back campaign to launch because it also allowed for open submission of creative names as well as stories to accompany them. The slogan for the Ick Awards was “improvise through the mess,” which coincided with the entire internet award show being