Creative Elements Of The Clorox's Campaign

As a respected and established company that provides necessary cleaning products, I believe that this campaign was appropriate for Clorox. The creative elements were intriguing, but not over the top or out of context. Clorox stepped outside the box to produce clever content that resonated with and entertained the target public. I believe that Clorox’s campaign was appropriate because it was on brand and stayed true to the company’s mission that each of its products has a meaningful impact on consumers’ everyday lives. This specific campaign applied creative elements to remind consumers that Clorox can be used throughout all of life’s messy moments.

Clorox utilized its connection to cleaning up messes to develop a campaign that heavily leveraged

As a result, the Clorox Ick-tionary was created and it used word play to excite and interest consumers. To introduce and encourage consumers to use the new words from the Ick-tionary, the team used the following tactics:

• Employed comedians, bloggers and TV personalities as Ick-sperts to share their own icky words and messing experiences, which were labeled ick-speriences, to encourage consumers to visit icktionary.com and share their own ick-speriences.

• Created an ick “Back to School Night” viral video

• Conducted national interviews with Ick-Sperts Carol Leifer and Kyle Richards

• Brought the Clorox Ick-tionary to life through a mobile interactive glass

The truck parked in Bethesda, Nashville and San Francisco (TH Productions Facebook).. People in the area were encouraged to explore the truck by writing on the glass wall, searching through the Ick-tionary on iPads, posting on Instagram with the hashtag #icktionary for onsite prints (TH Productions Facebook). Outside the truck consumers could play games blow bubbles and interact with all things that the Ick-tionary and Clorox had to offer (TH Productions Facebook). This interactive program was a success because it product allowed Clorox to have physical presence while also connecting consumers to the active online campaigns. The program could have been better if the truck visited more cities across the country. That would have increased news write-ups and general conversation about Clorox’s campaign