How The Clorox Company Is Rethinking Influencer Marketing

Its brands such as Liquid-Plumr and Fresh Step are gaining ground

Clorox's Bryan Clurman spoke at Adweek's eCommerce, CPG and Retail Performance Marketing Live Virtual Summit. The Clorox Company
Headshot of Paul Hiebert

The Clorox Company is no stranger to hiring influencers to better connect with shoppers. The CPG manufacturer isn’t afraid to experiment with atypical marketing strategies, either, such as when it created a mysterious musical artist known as CLRX, who attracted fans on social media with her debut single “So Clean.”

While few brands have been as in-demand during the pandemic as Clorox, earlier this month The Clorox Company reported that each of its business divisions saw double-digit growth during the three months ending June 30. In total, net sales for the quarter rose to $1.98 billion, a 22% increase compared to the same time period last year.

During Adweek’s eCommerce, CPG and Retail Performance Marketing Live Virtual Summit, Bryan Clurman, Clorox’s brand marketing lead, discussed how the company has been using influencer marketing to promote two of its brands: Liquid-Plumr clog removers and Fresh Step cat litter.

“One thing different with our approach is we put this construct of influencer marketing at the center,” said Clurman about the recent marketing push behind Liquid-Plumr. While the campaign has been active on a variety of platforms, Clurman noted that they’ve flipped the script by elevating the influencer approach from an additional sideshow to the main event from which all other creative assets flow.

Learn more about how influencer marketing can be the core of a brand campaign and play an even greater role during the pandemic in the video below.

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@hiebertpaul Paul Hiebert is a CPG reporter at Adweek, where he focuses on data-driven stories that help illustrate changes in consumer behavior and sentiment.