Potty humor fuels robust social media campaign at Clorox

The Clorox Lounge offers moms a few minutes of sanctuary with giveaways, contests, coupons, and comic relief.

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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:

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