CLOROX

GETTING LIQUID-PLUMR MOVING AGAIN

Challenge

Liquid-Plumr’s business was stuck in a clog. Top-of-mind awareness in the category is owned by Drano and sales were not growing (despite category growth). Liquid-Plumr’s big TV awareness-focused branding campaigns had failed to move the needle, so they needed a new approach.

APPROACH

Rooted in the popular “Will It?” format, we developed the “Will It Clog?” campaign to truly test the power of Liquid-Plumr. Utilizing social influencers to bring the campaign to life and search data to inform editorial and key release periods, we developed a multi-touchpoint campaign with consistent creative from social to shopper.

RESULTS

38%

Lift in awareness

40%

Lift in favorability

Over 75M

Impressions

Over 19 million organic views

Trended in top 11 videos on YouTube

Liquid-Plumr’s best share growth since 2015

Best-in-class designations from YouTube on the brand’s media assets

(performed in the top 25% against other CPG studies running at the same time)

CAMPAIGN RECOGNITION

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