Millennials are used to seeing @Clorox products in their mother’s laundry room. These days, they’re also seeing the household staple in a more surprising place: Vines. We talked with Rita Gorenberg, social media group manager for @Clorox, about how the 102-year-old brand uses the six-second looping videos to influence younger shoppers.
Image used with permission from @Clorox
@TwitterAds: Tell us about your newest Vine campaign. How did you come up with #HassleOff?
@Clorox: We were launching a new line of convenience cleaners — dust wipes, ScrubSingles and more. In keeping with the idea of ease and convenience, we wanted to share the news with consumers using short, digestible pieces of content they could look at on the bus ride home, or when they’d just put their kids down for bed. Vines were the right choice. As for teaming up with @DavidHasselhoff, we knew he resonated with our target audience and could help us create engagement and awareness.
@TwitterAds: Who was your target audience?
@Clorox: Our target audience was modern parents age 25 and older, with a halo to millennials.
@TwitterAds: How did you reach this audience on Twitter?
@Clorox: They were already there. People love to share the everyday messes that they experience via social media, from diaper blowouts to stains and spills. They want to laugh and commiserate about these moments together. As a brand, we like to tap into this trend and join the conversation in an organic and relevant way.
@TwitterAds: How did users respond when you joined the conversation with #HassleOff?
@Clorox: The humor really resonated with people. Our goal was to engage people in a fun and playful way about our new products, and our loop counts and engagement rate showed that we succeeded. This was our top performing Vine from the campaign. It generated a 4.59% engagement rate.
This Tweet, which offered New Yorkers the chance to win a cleaning visit from @DavidHasselhoff and @HomeJoy, also did well — a 3.88% engagement rate.
@TwitterAds: Why are Vines an important tool for @Clorox?
@Clorox: Most of our products don’t need a long multi-step how-to. Just about everyone knows how to use a wipe. Our challenge is to break through with something different that makes people pay attention, and Vines let us do that. And hopefully, the next time people are in the aisle and choosing between two products, they’ll remember our humor and real-life point of view.
@TwitterAds: Any tips for our readers? What makes a good Vine?
@Clorox: Great Vines need engaging creative and effective targeting. We are lucky to have two great agency partners, @criticalmass and @AKQA, that help us with both. I also recommend testing content to really get a strong understanding of what’s engaging to your audience.
@TwitterAds: Do you have a favorite Vine?
@Clorox: Back in February, for #FashionWeek, we did a collection of Vines featuring a new take on the classic tighty-whitey from fictional designer “Cloey De La Rox” for the launch of our Smart Seek Bleach.
@TwitterAds: It sounds like it’s important for @Clorox to be part of larger cultural moments on the platform.
@Clorox: Yes. Whether it’s Tweeting about “Breaking Bad,” #MayTheFourth or a famous televised gameday stain, we like to join the conversation to share our point of view at key moments in time.
@TwitterAds: Why is joining the conversation in real time important to @Clorox?
@Clorox: @Clorox is over 100 years old. Twitter allows us to stay relevant and show our audience we are still a modern company that understands the lives of today. We know cleaning and laundry aren’t the most exciting part of your day, but by bringing humor and fun to the topic and engaging users in real time, we can help maintain and grow brand affinity.