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Best Digital PR Campaign – Consumer Sector
Ketchum helps Clorox clean up in digital campaign for bleach
‘Bleachable moments’ effort brings new life to a familiar product with help from entertainers, bloggers, and humorous e-cards
Life can get messy, and some messes, spills, and stains aren’t that easy to clean up without a little bleach. That was the message behind Ketchum
’s campaign for The Clorox Company
: “Bleachable Moments
,” designed to raise awareness of Clorox Bleach among younger consumers. The campaign was a success—and it won Ketchum Best Digital PR Campaign for the Consumer sector in PR Daily’s 2013 Digital PR Awards.
The company wanted to target the “newly responsible,” consumers age 25-35 who may be struggling to figure out how to navigate their way through life and erase those inevitable household messes that can strike at any time. Their strategy was to create and share a discussion of life’s “bleachable moments” when only bleach is the solution to an accident. Their tactics included:
A “Las Vegas takeover” featuring actress and comedian Angela Kinsey interacting with tourists and residents to create a humorous video based on the “bleachable moments” theme. This resulted in over 1.9 million video views driving traffic to Clorox’s BleachItAway.com website.
A partnership with the popular e-card designer someecards, resulting in a series of humorous e-cards inspired by comments from customers. The messages included: “All I want in life is a man with clean underwear and a dirty mind,” “Let’s celebrate the holidays by getting matching wine stains,” and “All I want from a Vegas trip is a clean getaway and some dirty memories.” The cards generated more than 1.3 million engagements (views, shares, conversational actions) and drove 35,000 unique users to BleachItAway.com.
Collaboration with influential social media celebrities like blogger Naomi David of Rockstar Diaries and Twitter maven Lala Anthony. The social media figures shared promoted tweets that brought nearly 10,000 to the BleachItAway website.
Ketchum and Clorox began the campaign with two basic business objectives: to increase purchase intent by 5 percent, and to raise brand favorability by 5 percent. By the time the campaign wrapped, purchase interest of site visitors saw an 8 percent increase, and brand favorability rose by more than 10 percent.
Overall, “Bleachable Moments” led to over 221 million total campaign impressions, a result that Ketchum’s Leslie Schrader, Alli Sherman, Kathryn Piasta, Melissa Biller, Marissa Beck, and Michelle Babin and Clorox's Rita Gorenberg and David Kellis can all be justifiably proud of.
See more about "Bleachable Moments" here.
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