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