Clorox 2® Stain Fighter & Color Booster is the perfect addition to your laundry cycle, brightening colors and removing stains, but first you need to convince consumers that a laundry additive is necessary. The laundry space has become increasingly cluttered with specialized detergents. Clorox 2 needed something memorable in the market that would be a constant reminder that detergent alone is simply not enough to battle tough stains, and do so in a fun, engaging way that was relevant to our young parent target. Looking for that perfect story to connect with our audience and create relevancy for Clorox 2 in their routines, Clorox listened and continually heard heard kids blame little problems, such as stains, on anything but themselves, be it an invisible friend or maybe even that monster in their closet. Enter the perfect scapegoat— The Stain Monster. If kids believed the stain monster was real, then our job was simple. Clorox 2 had to convince mom that the Stain Monster was real and no matter his form, juice, mud and of course , grass, he was going to stain her family when she least expected it.. There was no better way to bring this idea to life than through a Facebook app that created a way for mom, with the help of Clorox 2, to find and remove the Stain Monster while winning prizes and being educated about the benefits of using Clorox 2 and reinforcing that detergent alone isn’t enough to battle tough stains. Facebook App To participate in catching stain monsters users registered through a simple Facebook app. The app also served as the official scoreboard tracking all the successful Stain Monster captures, but catching the Stain Monster wasn’t going to be easy. Consumers had to search high and low for the Stain Monster who could be found hiding across a variety of online platforms including: the Clorox website, Facebook reach block ads and within Clorox banners on external websites. To keep participants engaged and continuously finding and sharing the Stain Monster with friends we integrated two ways to win cool prizes and cash. 1) Every time a user found a Stain Monster they had the opportunity to win an instant prize. 2) Highly active users that found the Stain Monster in all his hiding places were also entered into a drawing for a chance to win $15,000. Results The program ran from March to May and experienced incredible social reach and success. Throughout the duration of the campaign, the Facebook app garnered 90,000 participants and more than 275,000 visits. Best of all we were able to convert participants into Clorox loyalists, with 95% of those who hit the registration page following through and opting in to be a part of the Clorox database for continued brand communications and engagement.
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