Omnicom's Data Platform Aids Clorox in Improving Cleaning Efforts
Clorox Consolidates Media Strategy with OMD for Customized Messaging
In a bid to reach individual consumers with tailored marketing messages, Clorox, the well-known brand, consolidated its media efforts with Omnicom's largest media agency, OMD, in July 2020.
Prior to this consolidation, Clorox primarily focused on customizing its messaging through a direct-to-consumer (DTC) strategy. This approach allowed them to run exclusive campaigns targeting known customers, offering personalized deals and engagement opportunities. Insights gleaned from these interactions, such as product preferences and keyword searches, were then utilized to enhance their broader marketing and product development strategies.
The DTC efforts not only strengthened the brand-to-consumer connection but also improved data-driven customization. However, before consolidation, Clorox relied on disconnected data for its media strategy.
To better understand their target audiences, Clorox also tapped into syndicated data from companies like MRI. This data helped them understand purchase behavior, but it was the DTC interactions that provided the most valuable consumer insights.
The consolidation with OMD was aimed at enabling the brand to build connections with consumers who buy Clorox products for similar but slightly different reasons. For instance, a stay-at-home parent, who likely has young children, and an elementary school teacher may have distinct preferences for advertisements. The specific Clorox products used by these individuals were not mentioned, but it is safe to assume that they use Clorox products for cleaning purposes.
The brand's agencies, now consolidated with OMD, can leverage data on media consumption habits to deliver customized messaging. However, the text does not specify the data sources used by Clorox's agencies for understanding media consumption habits.
While the reasons behind the different advertisement preferences of the stay-at-home parent and the elementary school teacher were not explicitly stated, it is evident that the consolidation will help Clorox cater to these differences, thereby enhancing its marketing strategy.
As Clorox continues to invest in technology transformation, such as enterprise resource planning (ERP) systems and digital tools, it is clear that data integration and digital marketing capabilities will play a significant role in its future strategies.
[1] Data from direct-to-consumer interactions and its impact on Clorox's marketing strategy. (n.d.). Retrieved from [source] [2] Clorox's technology transformation and its focus on data integration. (n.d.). Retrieved from [source] [3] Consolidation of Clorox's media with OMD. (n.d.). Retrieved from [source] [4] Clorox's ongoing technology transformation around 2021-2025. (n.d.). Retrieved from [source]
[1] To drive more effective marketing strategies, Clorox can Harness data from both direct-to-consumer interactions and cutting-edge technology in data-and-cloud-computing to deliver personalized business solutions.
[2] Leveraging technology alongside consolidated media services from OMD, Clorox advances its business operations by integrating data, enabling tailored messaging for specific user segments in finance and various industries.
