Clorox harnesses the power of Omnicom's data platform to keep their cleaning products spotless.
In July 2020, household name Clorox consolidated its media operations with Omnicom's largest media agency, OMD. This strategic move aimed to address a long-standing challenge for the brand: reaching individual consumers with customized messaging.
Prior to the consolidation, Clorox relied on its direct-to-consumer (DTC) marketing strategies to personalize its communications. Through exclusive campaigns, targeted email newsletters, social media ads, and limited-edition products, Clorox was able to engage its customers on a more personal level.
However, the brand's media strategy was disconnected, lacking the necessary personalization to build strong connections with consumers who bought Clorox products for similar but slightly different reasons. This was due, in part, to the lack of access to individual consumer data.
To overcome this challenge, Clorox's marketing team utilised data on media consumption habits from external companies like MRI. This data helped the brand understand its target audiences' purchase behaviour, enabling them to tailor their marketing efforts more effectively.
Furthermore, the brand's agencies tapped into data on media consumption habits to execute its media strategy. This data was crucial in understanding the best channels and times to reach the brand's target audience, ensuring that Clorox's marketing efforts were as effective as possible.
With the consolidation with OMD, Clorox is now better equipped to deliver personalized messaging to individual consumers. This move marks an exciting new chapter for the brand, as it continues to evolve and adapt to the ever-changing landscape of consumer behaviour and marketing strategies.
[1] Source: [Insert Link Here]
- Recognizing the need for increased personalization in its marketing strategy, Clorox's finance department decided to invest in data-and-cloud-computing solutions to gain access to individual consumer data and improve business outcomes.
- Leveraging technology and data-driven insights, the consolidated media partnership between Clorox and OMD aims to revamp the brand's business model, ultimately providing tailored messaging and enhancing consumer engagement on multiple platforms.
