More than half of cleaning occasions happen in less than 10 minutes during the "cracks" of the day between work, school and events. With that in mind, Clorox designed new products with a busy consumer's life in mind, providing convenient and effective cleaning all in a simple swipe, pump or scrub. Knowing that 74 percent of people believe cleaning should be a part of your life, not something that takes over your life, Clorox created products that provide powerful cleaning without the hassle – a real clean, made simple.
Known best for bleach and disinfecting wipes, Clorox needed to bring awareness to Clorox's new convenience cleaners and Clorox's larger “Real Clean, Made Simple" platform. Cleaning has never been smoother or more hassle-free than with new convenience Clorox products. And who is a better champion of hassle-free than David Hasselhoff? Nothing hassles the Hoff.
Clorox enlisted David Hasselhoff to champion “Hassle-free" cleaning. The Hoff was selected for his wide appeal across many generations and name recognition. Clorox, David Hasselhoff and a home cleaning service, gave New Yorkers a "Hoff-er" too good to refuse with #HassleOffDay. New Yorkers who signed up for home cleaning service during the month of March were eligible for a chance to have their home cleaned by The Hoff with the new Clorox products.
On #HassleOffDay, Clorox held a media day in New York City and sent The Hoff to clean the houses of three lucky families. The Hoff posed for pictures and got media talking about the partnership. The Hoff's colorful answers and charm helped generate major media coverage and drive awareness of the new products.
Hasselhoff participated in a series of 10 Vine videos and Pinterest how-to guides about cleaning without the hassle of traditional cleaners. Consumers nationally also had a chance to win a hassle-free clean of their own by sharing the Vine content.
The program secured:
• 146 million impressions from placements with HuffPost Live, Parade, CBS News, Woman's World, Fox News, MSN, People, Yahoo! Celebrity, ABC News, Uproxx and more
• 14.1 million estimated impressions from 12,595 Twitter mentions by 3,411 users
• More than 8,000 contest entries
• 1 million loops on Vine videos
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