Cloralen: Bringing bleach innovation to the US on social media

Alen’s signature bleach brand, Cloralen, was a hit in Mexico, but had no presence in the US. The social strategy generated awareness for their new, innovative product in a category that was stale and disengaged.

Project Objective
Launch an engaged community of fans and drive awareness of CLORALEN in the general market.

Strategy
Help consumers take back control of how they clean by making them feel like they are the boss of their home when they clean with Cloralen Splashless Bleach.

The Work
We leveraged MRI data and learnings from our existing social media presence to develop a social persona for our target. Then we evaluated our competitors in the social space to learn what was effective, and what kind of tone the competitive set was using.

Cloralen’s Splashless Bleach product was an innovation in a category that had been stagnant for years. Our product hook was that our bleach didn’t splash, creating lots of opportunities to show differentiation. We leaned into that and identified white space for our brand position. We developed a distinct tone of voice and attributes that would guide how we talked and behaved on social media.

Using that position and our personality, we developed content pillars that laddered back to the value proposition – splashless bleach helps you take back control of cleaning your home. We focused heavily on demonstrating the product benefit in fun and innovative ways, and also meme inspired content related to cleaning and bleach.

We created a unique approach for each channel we launched in based on how our target audience behaved in each channel. The result was a response that was overwhelmingly positive and rapidly saw fans sharing memes with other fans and advocating for the brand.

Deliverables

• Audience Research
• Competitive Audit
• Social Strategy
• Editorial Calendar
• Content Playbook

Bel Brands: Social strategy with personality

Shifting the focus of Mini-Babybel, Boursin, and The Laughing Cow cheese brands from acquiring fans to driving engagement led to an increase in brand affinity and connections with higher quality fans.

Project Objective
Develop a new social strategy for all the brands that gives them a unique voice and helps them reach more fans.

Strategy
Shift to a content approach that inspires participation by developing a distinct personality and value proposition for each brand.

The Work
Our overall process was similar for each brand. We leveraged MRI data and learnings from our existing social media presence to develop social personas for our targets. Then we evaluated our competitors in the social space to learn what was effective and what kind of tone the competitive set was using.

We worked with the media team to recommend the client shift their brief from fan acquisition to engagement based on how social media platforms were evolving in 2015-2016.

With alignment on this new strategy, we developed content pillars for each brand that laddered up to each brand’s unique purpose and value proposition. For The Laughing Cow, it was helping fans savor more sensorial moments. For Boursin, it was taking entertaining to the next level. For Mini-Babybel, it was injecting a little more fun into snack time.

Each content framework included content that was product focused and demonstrated our value to consumers, as well as content that encouraged consumers to talk and play with the brand. Based on our personas, we created different content executions that were targeted to each of our segment’s interests and behaviors on social media.

Deliverables

• Audience Research
• Competitive Audit
• Social Strategy
• Editorial Calendar
• Content Development