In 2012, The Clorox Company was tasked with boosting Clorox® Disinfecting Wipes (CDW) sales among new moms. Knowing moms are time-starved and looking for health and wellness advice on social networks, like Facebook, the perfect way to curate time-saving tips and share them with moms in a way that was itself time-saving quickly became evident: an e-book. The resulting program, If Mom Had Three Minutes, encouraged moms to share over 3,000 tips on the Clorox Facebook page in just one month. Then Karen Kaufman Orloff, author of If Mom Had Three Arms, curated the tips for a humorous e-book. Available for download on the Clorox Facebook page, the free e-book was published in time for Mothers’ Day, with pass along sparked by a coupon offered rewarding those who shared the advice to their Facebook friends. Over 46,000 copies of the e-book were downloaded, with ongoing buzz driven by WPIX, Newsday and other coverage. By week three post-launch, sales of CDW had increased.There’s nothing new about first-time moms seeking advice from moms who’ve “been there, done that." But today they go to social networks, like Facebook, where moms share health and wellness advice – even brand recommendations. So when Clorox needed a program to boost Clorox® Disinfecting Wipes (CDW) sales among new moms, the brand looked for a social way to tap moms’ time-saving advice. CDW is all about saving time – they’re the quick and easy way to clean and disinfect surfaces – and new research revealed moms are truly time-starved. The perfect way to curate time-saving tips and share them with moms in a way that was itself time-saving quickly became evident: an e-book with content sourced and shared by moms on Facebook. If Mom Had Three Minutes launched with a tab on the Clorox Facebook page where moms could share their favorite multi-tasking tips, browse advice from other moms and receive a coupon. In just one month, over 3,000 tips were submitted on Facebook. Karen Kaufman Orloff, author of If Mom Had Three Arms, brought the submitted tips to life with a humorous “children’s book for adults" style narrative that told the story of what mom would do throughout the day with just three minutes. Available for moms to read and download on the Facebook tab, the free e-book was published in time for Mothers’ Day, with pass along sparked by a coupon rewarding those who shared the advice with Facebook friends. To drive engagement, Clorox identified a group of influential mom bloggers, including Vera Sweeney of Lady and the Blog, who encouraged their networks to download the e-book. The Bump and Mom Finds, popular online communities and advice hubs for new moms, were engaged for social media posts and email blasts promoting the e-book. Moms came together to talk about the e-book, share their time-saving tips and ask questions in a Facebook Dish Session and Twitter Party, resulting in more than 1.6 million impressions. Media outreach to mom blogs and parenting outlets supported both the call for content and downloads of the final e-book, with Orloff and Sweeney teaming up for several interviews. If Mom Had Three Minutes engaged new moms and helped spread the message about the importance of disinfecting, highlighting CDW as a multi-tasking product that they can use to clean and disinfect. Over 46,000 copies of the e-book were downloaded, with ongoing buzz driven by WPIX, Newsday and other coverage. By week three post-launch, sales of CDW had increased.
http://www.facebook.com/#!/Clorox/app_170277133091221 https://itunes.apple.com/us/book/if-mom-had-three-minutes/id535553438?mt=11