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Special Project

Special Project
From the 5th Annual Shorty Awards

The Clorox Lounge

Entered in Consumer Brand


Studies say 75 percent of people use smart devices while on the toilet, indicating they want entertainment in the loo. If you've already got them sitting at attention, why not get them to interact with the Clorox Family of Toilet Products? Enter The Clorox Lounge: a fully-integrated, 100 percent social campaign and first-of-its-kind program for The Clorox Company, dedicated to turning the bathroom into the laugh room with clean potty humor, comedy contests, games, user generated bathroom stories and more.Research shows that 75 percent of people are using smartphones while on the toilet. As the team further flushed out the idea that people were using this time to access Facebook and entertainment, we knew we had the foundation for a campaign that could be blown out into a fully integrated program. This compelling information about how the consumer was doing their business inspired The Clorox Lounge: a 100 percent social media campaign that was fully integrated and housed on a new social media hub,, and dedicated to turning the bathroom into the laugh room. Therefore the team outlined three main strategies: 1. Leverage external experts to develop refreshing, humorous content. 2. Give consumers many reasons and opportunities to interact with the brand through social media. 3. Integrate branding in the site design, not in the content. Executional highlights include: • Partnering with content providers that could keep pushing out great humor: The team identified EQAL, a Gold Effie Award to create content and Sherri Shepherd to serve as host of the Lounge. • Flowing all consumer engagement through Facebook: To keep Ode to the Commode and The Clorox Lounge top of mind for consumers, the preliminary call-to-action was to ‘Like’ the Facebook page. • Working together to turn the bathroom into the laugh room: All marketing disciplines were solely focused on creating content for and driving to the program. • Keeping the roll going: Incentivized return visits by offering continually updated content and entries into a consumer sweepstakes. Program metrics and successes include: Engagement • Increased our Facebook community by 139 percent with highly engaged users • Experienced impressive engagement with a 13 percent “people talking about this" number during the month of February • During the Last Comic Sitting program (Feb - May), the Lounge saw 153,022 visits – 53.7 percent of which were return visitors • 407,173 unique visitors, spending (on average) 2:38 minutes on the site and 202 comments per post • 746,046 total mobile visits to the site • A total of 35,390 users registered on Integration • Generated 1.4 billion overall program impressions, far exceeding our overall goal for the year-long Clorox Lounge campaign of 552.9 million Branding • Name and design communicated branding in a way that consumers engaged with specific Facebook posts and fans’ love of Clorox, which increased 100 percent


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