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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.