Driving Trial Through Trusted YMCA Partnerships
Drove trial and awareness of full-size laundry sanitizer by partnering with our exclusive network of YMCAs in client-identified markets, including Los Angeles, Miami, Atlanta, Chicago, Houston, DC, Boston, and Detroit.
Introduction
Clorox partnered with Aha! to increase awareness and trial of its Fabric Sanitizer among young, ethnically diverse families. While the product offers clear benefits, many households had not yet experienced it firsthand.
The goal was to introduce the product in relevant, real-life moments that would encourage first-time trial and drive consideration.
The Challenge
Clorox aimed to connect with families in community-oriented, high-trust settings where product credibility matters. The program needed to reach new users, build confidence in the Fabric Sanitizer, and drive awareness, purchase intent, and recommendations—all in a way that felt approachable, practical, and relevant to everyday household routines.
Our Approach
Aha! developed a contextual sampling strategy designed to place Clorox Fabric Sanitizer directly into consumers’ hands at YMCAs across key U.S. markets. By meeting families during natural interactions at check-in, check-out, and local events, the program encouraged hands-on trial without disrupting daily activities.
Insights for Household & Family Brands
This program reinforces a key insight: trial is most impactful when it occurs in trusted, community-aligned moments. For household and family-focused brands, Aha! helps drive:
- Direct engagement with ethnically diverse, highly engaged audiences
- Hands-on product experiences that encourage trial and confidence
- Measurable intent to purchase and recommend
- Scalable, turnkey distribution strategies for efficient execution
- Positive experiences that reinforce long-term brand loyalty
Clorox’s results show how thoughtfully placed sampling, combined with trusted community endorsement, can drive meaningful engagement, trial, and consideration.
