Clorox holds Twitter party to further ongoing dialog with parents
By Chantal Tode
April 9, 2014
Clorox launches its biggest Twitter campaign ever tonight with a four-hour party featuring real-time reenactments of parents submissions featuring the everday messes they have to deal with.
The Ick Awards Twitter party will take place on April 9 between 6 pm and 10 pm ET, with Rachel Dratch of Saturday Night Live and improvisation troupe The Second City Communications providing real-time comedy sketches, which Twitter users can follow on a Tweetcast link. Blogger How To Be A Dad is hosting the Twitter party.
“We have been doing a lot of things on twitter in the past year,” said Jennifer McKnight, brand marketing manager at Clorox, Oakland, CA. “ This is the first time that we are really doing something like this in real time and for such a long period of time.
“You will have an opporitnty to go on their nominate your favorite Ick,” she said. “We are partnering with Second City, they are going to be improving some of those wonderful stories that we are getting.
“As the user you can see them acting out in entertaining ways throughout the Twitter party.”
The ick factor
The Twitter party is part of an ongoing strategy to engage parents in a conversation around the everyday messes, or ick, they have to deal with.
Several years ago, Clorox launched the Ick-tionary, which is a wiki featuring more than 100 funny icky terms such as Spillates, which is the exercise routine parents do when the bend over to clean up a mess.
Given the amount of time parents spend on social media, Twitter seemed like a natural way for the brand to extend the program.
Consumers can follow the conversation using #ickies on Twitter or by visiting Clorox’s Youtube page to watch the videos.
Clorox worked with a number of online influencers to build awareness of the Ick Awards. It also leveraged its own social media properties.
Once the event is over, Clorox will continue to push out the content generated during the event on its mobile-optimized site.
Celebrating the mess
Clorox has been active in mobile.
Last summer, the brand leveraged second-screen mobile application Viggle with a campaign that resulted in a high percentage of consumers interacting with the app’s content (see story).
At the recent ad:tech San Francisco 2014 conference, a Clorox executive spoke about the importance of splitting up one demographic — such as millennial women — into multiple segments for better success with mobile (see story).
“We know that parents that spend a lot of time on social media and we wanted to be able to celebrate that mess and see through the mess to the magic,” Ms. McKnight said.
“One of the facts that we looked at, Forrester Research recently found that 70 percent of moms visit social media weekly so we really wanted to give them an opportunity to go out there and share their real life stories and not just share them, but celebrate them and laugh at them,” she said.
“That’s really the genesis of the Clorox Ick Awards.”
Chantal Tode is associate editor on Mobile Marketer, New York
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