28 Oct

Clorox Using Digital to Enhance the Brand Experience

Category: Social Media | Post by: mark

Mary O’Connell of Clorox gave a great interview with eMarketer earlier this week (excerpt here).  In the interview, Mary talked about how Clorox has moved aggressively into social media in the past 18 months and is “creating a new vision of digital marketing, which is rewiring and re-imagining our entire brand experience.”

Mary mentions a number of great examples in the interview, including the launching the new Clorox Greenworks line which was supported by a blog site called the Shades of Green Journal and a program called 30 Days to Natural.

Clorox

Why the strong move into social media and digital?  In the words of Mary, “we went where our consumers are.”  Another great example of a CPG brand adapting to today’s consumer.

Posted Wednesday, October 28th, 2009 at 9:54 pm
Filed Under Category: Social Media
You can leave a response, or trackback from your own site.

2

Responses to “Clorox Using Digital to Enhance the Brand Experience”

Brian
October 29th, 2009 at 4:10 pm

Mark
Are there any signs of any ecommerce with any of these efforts or are they just about the brand experience?

Mark McGuire
October 29th, 2009 at 9:21 pm

@brian, the Clorox initiatives I mentioned are all about brand (in fact I challenge you to try to find a way to buy their product from either site linked in the post).

I find this really limiting, as most mainstream folks aren’t going to choose to interact with the Clorox brand outside of a commercial relationship. For example, I may find this content really interesting when I’m deciding to buy a cleaner, but I’m pretty busy, and I’m not looking for sites like this when I’m not shopping. (hmm . . . sounds like a concept to introduce in an upcoming post).

Leave a Reply