Clorox was frustrated. It had been advertising and communicating about its new line of Green Works products through Facebook, but nothing seemed to be happening. No revenue increases, no bumps in sales, not even more interest in the site.
When it came time for a new push, Clorox therefore realized it needed to do a better job of enticing and attracting its target market, which it hoped to turn into an “army of advocates.” These ideal customers would be women between the ages of 25 and 54 years who are interested in both cleaning products and environmental issues. Therefore, Clorox searched through the “Likes” and “Interests” sections of potential target customers and made a note of anyone who used the words “clean” and “green” when describing themselves on their profiles.
With a simple $3 coupon, this targeting effort paid off almost immediately. The engagement rate in the campaign was notable. Not only did these interested consumers download the coupon, but they also voted in the company’s Green Heroes Grant Program. Then came a significant 12 percent jump in brand awareness. More than one-third of all the visitors to Clorox’s Green Works Facebook page came through this campaign. Even people’s intentions to purchase the products after the coupons had expired increased by around 7 percent.
This case just goes to show: If you give them what they want, customers will come!
1. What elements of the 4E model of social media does the Clorox Green Works campaign display?
Source: Pam Dyer, “Facebook Advertising Case Study: Clorox Green Works,” pamorama.com, February 26, 2012.