How does a company that makes cleaning products appeal to moms on social media?
It resorts to potty humor.
That’s no joke; it was the premise of The Clorox Lounge
, a social media
hub that featured contests, giveaways, coupons, and—perhaps most
important—comic relief to entertain moms during their “potty breaks.” (The site is currently closed since the campaign has ended. Visitors are redirected to its Facebook page
This combined effort from three communication agencies—Current, Matter,
and EQAL—as well as Clorox Toilet Products garners top honors in the
Best Social Media Campaign category of PR Daily’s Digital PR &
Social Media Awards.
PR Daily’s 2012 Digital PR and Social Media Awards were presented by
Synaptic Digital. Learn more about Synaptic Digital here (pdf).
Believe it or not, combining social media and the toilet makes sense.
One study says 75 percent of Americans use their mobile devices on the
commode—a stat that inspired The Clorox Lounge website, which aims to
offer moms, who might seek a few minutes of sanctuary on the toilet,
some light escapism.
Here’s what that escapism included:
• Last Comic Sitting: Each week, mom and dad comedians squared
off on the TheCloroxLounge.com; consumers voted for their favorites, and
it culminated in a live comedy event hosted by Sherri Shepherd,
comedian and co-host of “The View.”
• Ode to the Commode: The campaign sought to build on the
pre-existing Facebook page, Ode to the Commode, which has nearly 200,000
likes, and includes humorous pictures, infographics on potty-related
topics (for instance, “Toilets of Government”), and ongoing
conversations among consumers (such as a debate on the merits of toilet
• Various contests: A Games for Thrones contest—a play
on the HBO series “Game of Thrones”—gave one winner a $10,000 makeover,
while another visitor to the site won $10,000 for her “toilet
• Forum discussions: Robust discussion boards covered useful
topics such as cleaning tips and tricks, and other very scary ones like
To promote the site offline, the PR team at Clorox tapped Shepherd for
TV interviews with a variety of networks nationwide as well as
interviews with print magazines such as People
and OK! Weekly
The Clorox Lounge launched on Jan. 26, 2012, and within three months it
spurred a 60 percent increase in the number of likes on the Ode to the
Commode Facebook page, and nearly 10,000 registered users at
TheCloroxLounge.com; the campaign led to nearly 750 million impressions
on traditional and social media.
Current's Cathy Ashenbremer discusses the genesis of the campaign with CEO Mark Ragan:
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