We’ve talked before about the exciting possibilities that mobile technology gives marketers to more effectively reach Moms. The Clorox company has become a leader in harnessing mobile platforms to engage this critical segment of consumers. And there’s more to Clorox than bleach. The company also owns leading brands such as Fresh Step (cat litter), Pine-Sol, Hidden Valley Ranch (salad dressings) and Burt’s Bees (organic cosmetics).
The demographics that tie all those brands together is simple: moms are the most likely people to be shopping for those products. The focus of Clorox’s mobile marketing revolves around making moms’ lives easier through five channels: immediacy, utility, relevance, location and convenience. Here’s how Clorox is doing it.
Mobile Apps. Clorox marked its entry into the mobile app market in 2010 with its release of the free myStain app, a step to brand itself as a leader in stain removal. It’s available on iPhone, iPod Touch, iPad and Android devices. With a slogan of “Stains happen. Luckily, there’s an app to help,” Clorox is providing busy moms with valuable content on stain removal. Users can browse stains alphabetically, or take a lighter approach by tapping the “Take a spin” to find out what happens when people, events, and fabrics collide.
This game-like approach provides users with funny stain situations and access to the more serious information about how to remove stains. Busy moms also want to know what’s in the products they use in order to ensure their family’s safety. Clorox’s own market research revealed that 60% of its target demographic believes it is important to know what goes into the cleaning products they use, and 60% of those people also said they would use a mobile app to get that information.
Towards that end, in 2011 the company launched its Clorox Ingredients app for iPhones. The app covers ingredients found in products in brand lines like Clorox, Green Works, Formula 409, Lestoil, Liquid Plumr, Pine-Sol, S.O.S. and Tilex. The company’s third major app relates to their Glad brand family of products for trash disposal. The TrashSmart iPhone app educates people on the best ways to recycle as much of their trash as possible, including a location finder for the nearest recycling centers.
School Tie-Ins. Part of the reason many moms are so busy is because they get involved in their kids’ schools. Whether they are volunteering to chaperone on field trips, help out on lunch duty, or running to parent teacher conferences, many moms spend a lot of time doing school-related activities. Clorox saw a unique opportunity to relate to moms and schools with its Power a Bright Future campaign, which annually awards 7 Schools with $50,000 grants to leverage technology in the classroom. Schools submit their plans for how they would use the funds, and then students, their families and friends vote on their favorite plans. The mobile tie-in comes through SMS text messaging for both outreach and voting.
Mobile Optimized Sites. Clorox also offers a number of mobile-optimized sites to ensure that consumers can get the information they need whenever they need it. Mobile sites have been rolled out for Clorox, Pine-Sol, Glad, Brita, Hidden Valley Ranch, and Fresh Step.
Clorox’s own market research revealed that 48% of its customers use their smartphones while grocery shopping. When moms use their smartphones in this context, they are primarily hunting for information. As you can see, Clorox is leveraging mobile to reach busy moms with valuable content they can use immediately.
The Clorox case study is a great example of an end-to-end mobile solution that’s built on the foundation of solid market research. They understand who their customers are, how and why they’re using mobile, and the kinds of information they need. By leveraging that into practical content, Clorox is getting massive traction.
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