Aha took the Clorox Health & Wellness campaign into Pediatric practices during the cold & flu period to drive volume and digital traffic.

“Clorox is a trusted product which I have used at home and in the office for years.”

Pediatrician, Downers Grove, IL

Objectives

  • Drive cold & flu season volume.
  • Lift Clorox equity as a resource for family health.
  • Support, amplify PR initiatives in key markets.

Strategy

  • Target young mothers with cold & flu messaging, delivered by a trusted source of informationon family health: her pediatrician and office staff.
  • Focus on metro areas with heavy PR presence: Cleveland, Tampa/St. Pete, Nashville, Denver, high income/single family home zips in New York and Chicago.

Tactics

  • Deliver consumer literature with coupons to moms through their pediatrician during office visits.
  • Take-one displays with literature.
  • Professional education materials for staff.

Results

According to a phone survey of participating healthcare professionals:

  • 97% of respondents said the Clorox Health & Wellness program was helpful to parents.
  • 78% said they would recommend Clorox disinfectant products to their parents “much more” or “somewhat more often”.
  • 70% of providers rated the program “excellent” or “very good”.
  • Over 90% of providers would like to receive the Clorox Health & Wellness program in the future.

Aha Marketing Clorox Health and Wellness Literature and Display

Over 90% of providers would like to receive the Clorox Health & Wellness program in the future.