Those in charge of buying bleach were aging, and the company had to find a way to reach a younger generation of buyers who didn’t see how bleach was relevant to their lives.
Clorox teamed with PR firm Ketchum to go after its target audience of young parents who are active online.
The resulting “Bleach it Away” campaign infused Clorox Bleach into existing conversations on Twitter, online forums, Facebook, blogs, and newsletters. The campaign also enlisted 11 digital influencers who shared their bleachable moments with its audience, and encouraged readers to do the same.
The results include increased sales 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.
They discovered that poop, pee, and puke—stains that Clorox Bleach can remove—were prevalent topics of conversation among young parents. However, cleanup solutions were rarely discussed.
The PR team seized that opportunity and jumped into discussions that were happening on social media, encouraging parents to share stories and cleaning solutions on BleachItAway.com.