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For the third example in the series, “26 Social Media Marketing Examples In Detail”, I’m taking a look at Clorox (a personal favorite brand of mine).
What are they doing?
- Widgets
- Cafemom Widget: Clorox has a widget featured on Cafemom called the “Laundry Scavenger Hunt”. The widget is promoted through banner ads on the site, as well as in the branded widgets section. The concept of the game is that you download the widget to your desktop, and then as a player you are sent to other player’s profiles to grab clothes to wash. Different items are worth different points, and particular combinations of clothing give bonus points as well. The bummer is that these points accrued can only be redeemed for a bigger “virtual laundry basket” and a new washing machine (also virtual) – rather than Clorox coupons or something that makes it worth my time. However, even though I personally hate laundry (and don’t really understand why you’d want to do it for fun), this widget is genius because it forces you to bounce from profile to profile and meet other women in the process. It also appears to be quite popular on Cafe Mom, with one top user having over 11 million points (to put that in perspective my first basket was only worth 260).
- Blogging:
- Dr Laundry: This blog functions as a Q&A, where readers ask “Dr. Laundry” a question about laundry. The blog discloses the identity of Dr. Laundry as Harold Baker, an Associate Research Fellow at Clorox. This identity works very well, because Harold holds over 30 years studying stains and his writing is very personal and practical. After visiting the site, I found myself reading multiple posts to find out the answers to questions like, “How to remove pit stains” or “Brightening white towels”. In my opinion, the site itself needs a re-haul in functionality (like the ability to rate up articles that really resonate, or clicking on the icon to go back to the homepage), but with its valuable content it should at the very least be connected to the Clorox homepage.
- Social Networking:
- Cafemom: In addition to the Laundry Scavenger Hunt widget, Clorox also has a group formed as well. Upon first review, I thought it may be a fairly inactive group, but found it to be quite the opposite. Managed by CafeMom, this group has consistent conversation, and garners hundreds of comments and thousands of pageviews (one post with over 80,000 page views).
- Facebook & MySpace: Currently there are multiple user-generated profiles for Clorox. One of the most popular was on Myspace for 245 friends (specifically for Clorox disinfecting wipes). On first glance, it appeared to be corporate, until I noticed the details within the profile listing it’s status as a “Swinger”, and its body type as “More to Love”. This was humorous to me, but I doubt it would be to the folks at Clorox.
- Video
- Clorox currently houses its commercials on its corporate site, but does not allow these to be easily grabbed.
- TheBlueSkyProject: Clorox currently has a You Tube channel dedicated to The Blue Sky Project, an album of songs used in popular Clorox commercials, extended to full-length tracks by the original musicians, with half the purchase price benefiting Music In Schools Today, a charity that supports music programs in public schools (mustcreate.org). This channel seems to be working in Clorox’s favor, with one such video garnering a half million views.
Do you know of other things Clorox is doing within the realm of social media marketing? If so, feel free to add it in the comments below!
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