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Clorox: Raising Awareness with Green Works Brand

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Clorox had been advertising their Green Works brand of environmentally-friendly products for several months on Facebook without a noticeable boost in awareness or revenue.  A new Facebook campaign was started in 2010 that aimed to raise community awareness with several different initiatives ranging from a $3 off coupon to helping the company decide where to send charitable donations.  Another goal was to have fans register at their Green Works homepage on the web.

• Campaign designed to increase awareness of Green Works
• Various incentives offered for visiting Facebook page
• Target audience was females aged 25-54

Clorox almost immediately discovered that the $3 off coupon was by far more effective than any campaign they had implemented to date.  A .11% engagement rate was record setting for the company, which was later connected to a 12% increase in brand awareness in a Nielsen study.  More than 20,000 fans voted and submitted comments for the charitable drives as well.  Over 33% of Clorox’s Facebook visitors for the 2010 year can be directly linked to this advertising.  To view the actual study, click here.

Victory Motorcycles: Facebook Testimonials Campaign

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Victory Motorcycles launched a nationwide campaign on Facebook to bring Victory owners and potential buyers together to discuss the quality and affordability of their product.  This promotion was initiated to coincide with regional viewing events where local bike owners would post testimonials on Facebook.

• To bring owners and potential buyers of Victory Motorcycles together
• Facebook promotion ran parallel to nationwide test drive campaign
• Target demographic 35-54 year old males

More than 8,000 owners and potential customers became a fan of the page within a six month period, the largest increase Victory Motorcycles ever experienced during that time period.  One hundred and nineteen customers also followed through on the promotion to sign up for a free test drive, which was by far Victory’s most successful advertising campaign for the year.  You can view the actual case study here.

Technology Lessons For The Aged

To give a taste of technology to older folks, Microsoft Windows, in association with Holland America Lines, conducted a Digital Workshop, an on-ship learning experience for its cruisers. It consisted of sessions like movie-making, digital photo editing, etc. The workshop was sponsored by Holland America and Windows and the training sessions were free. It recorded over 80% increase in attendance in six weeks. Case study