2020/2021 Winners & Shortlists

Why is this work relevant for Brand Experience & Activation?

When the world stopped moving and started worrying about keeping their homes clean and safe, Clorox wanted to find a way to raise spirits and get everyone disinfecting. So, we tapped into a universal insight. What’s better exercise than an intense cleaning session!

Background

During lockdown people were worried about how to keep their homes clean, and they were stuck inside spending days at a time just sitting and watching Netflix. This was the ideal opportunity to raise everyone’s spirits, and spread the message that Clorox is a disinfecting superstar. We didn’t just want to do a normal campaign, we wanted people to engage with Clorox in a new way and way that was relevant to people in lockdown, and would reach a huge audience during the height of the pandemic. Clorox’s aim was to get people to engage with the brand, learn about the disinfecting product range, know that Clorox cleans and disinfects, plus raise everyone’s spirits.

Describe the creative idea (20% of vote)

Clorox Workouts combined the disinfecting power of Clorox with a workout routine that brought a smile to everyone’s faces, got them moving & and made their home’s sparkle with disinfecting cleaning power. So, what’s the social media platform that’s the most creative and has really embraced the quarantine spirit – TikTok. We choreographed a fun and simple workout routine, paired with catchy lyrics (that reminded everyone about the disinfecting power of Clorox) and got people moving, mopping, disinfecting and sharing our message!

Describe the strategy (20% of vote)

When the world stopped moving and started worrying about keeping their homes clean and safe, Clorox wanted to find a way to raise spirits and get everyone disinfecting. So, we tapped into a universal insight. What’s better exercise than an intense cleaning session! During the pandemic social media took on a whole new meaning, it was a way for people to connect when they couldn’t be together. And one platform really embraced the quarantine spirit, TikTok. This was the perfect place for us to launch our message, and reach a large number of people in a way that had the potential to go viral.

Describe the execution (30% of vote)

We brought Clorox Workouts to life on one of the most popular sharing social media platforms in the Middle East - TikTok. Working with a local choreographer we created 3 sample challenge videos, to show everyone how to do the Clorox Workouts Challenge. These were the first videos to be uploaded onto Clorox’s TikTok page. Then with an in-feed ad and banners we invited the world to follow the steps and join our #CloroxWorkouts challenge.

List the results (30% of vote)

During the Clorox Workouts campaign Clorox's market share grew by 12%. Results of the Clorox Workouts campaign: +3.2 million shares +3 million comments +50 million likes +1.3 billion views

Please tell us how disruption in your market place inspired the work

During lockdown, people discovered the true power of social media, because even when they were separated and unable to see each other in person they could be a part of a connected community. Bringing Clorox to TikTok allowed people to really interact with the brand, and become a part of something bigger.