Caregivers are trusted to safeguard what we cherish most. Clorox has always supported Caregivers for the daily sacrifices they make to protect our homes and care for our loved ones. But, during the pandemic, it was clear they needed the brand’s support more than ever. So, to live this commitment, Clorox gave Caregivers the “Gift of Care” – an initiative that celebrated them, amplified their stories, and rewarded them for everything they do to keep us safe & healthy.
Our goal was to leverage Clorox’s purpose and strong brand equity to create a campaign focused on celebrating Caregivers by encouraging nominations through lead generation submissions. Paid media’s success metric efficiently and effectively secured 100,000 quality leads incrementally to other PR & Marketing efforts. As a result, caregivers were eligible to win rewards ranging from $250 up to $25,000 while being recognized for the care they provide. Being able to nominate Caregivers and showcasing their powerful stories allowed others to see and spread their kindness even further, allowing us all to thrive.
A digital-only, social-forward strategy was employed with media focused primarily on acquisition tactics with a small percentage of the budget dedicated to awareness drivers. Messaging featured authentic stories that showcased all Caregivers' value to countless Americans.
Instagram provided the best opportunity for success based on two factors: 1) high reach against our target audience, 2) seamless use of the platform's Lead Generation Instant Forms. Instagram enabled pre-filled user data based on login information, leading to a higher probability of leads captured and verified. The campaign was brought to life by engaging with Caregivers and those who receive their care. The launch featured images, :06 second and:15 second videos emphasizing an actual Caregiver's story with a call-to-action to nominate someone who had made a difference in their life. The campaign concluded with four $25,000 winners and an additional 1,000 entrants randomly chosen to receive a $250 gift card.
Technical challenges were faced and overcome through close collaboration between Clorox and partner agencies. For example, data architecture and system integration easily allowed for the pass back of leads to Clorox's CRM database, while work was also done to ensure all language and copy referenced within the ads was sweepstakes compliant.
Caregivers play an essential role at critical times in the lives of many, none more evident than during the pandemic, which caused so much disruption. So Clorox's Gift of Care program was not only timely and relevant but helped those who can't help but help others.
The Clorox Gift of Care campaign exceeded expectations by driving 173,000 leads (73% over goal) at a Cost Per Lead that was 94% more efficient than the benchmark. Additional wins emphasized successful elements of the campaign:
Driving effectiveness with an eye on efficiency was on full display with the Gift of Care campaign. Tactics and techniques used in this campaign will be implemented well beyond the life of this single effort.
