Client: Jelmar (Skokie, IL)
Agency: Ogilvy Public Relations (Chicago)
Campaign: CLR Chore Wars
Duration: April 15 – December
Budget: $70,000
Jelmar, makers of CLR cleaning products, and Ogilvy have worked together for the last three years. Consumer practice SVP Kathy Cummings explains that media coverage and sales both peak during spring and fall cleaning seasons, and the team wanted to use these windows to make deep consumer connections and initiate ongoing conversation.
“We wanted to make it less about cleaning tips and more about the experience,” says Cummings.
An Ogilvy Research and Insights survey confirmed that women and men have different cleaning habits, which can cause relationship tension. The “Chore Wars” campaign engaged consumers on the issue and positioned Jelmar's CLR portfolio as a solution.
“We felt it was so relatable that we jumped on it,” says Jelmar's marketing director Adrienne Gibbons. “Everybody can relate to having some sort of chore war. We left it up to Ogilvy to steer the way.”
Strategy:
Relationship expert Dr. Robi Ludwig, who Cummings says has worked with Ogilvy the past, was enlisted to help discuss the chore wars issue, provide tips, and draw national attention.
Microsite CLRChoreWars.com was created to serve as the hub for information about the issue and cleaning. Media and blogger relations, as well as social media outreach, also drove awareness.
Tactics:
Ludwig conducted an SMT and an RMT. The SMT included b-roll shot in the home of a Chicago married couple doing chores, discussing the issue, and practicing Ludwig's tips.
Targeted were men's and women's interest outlets and lifestyle editors at the top 100 dailies. Men's Health and various mommy bloggers hosted product giveaways.
CLRChoreWars.com includes information survey findings, product information, a chat room, a cleaning personality quiz, and personalized tips for avoiding chore wars.
Jelmar's existing Facebook and Twitter pages were used to post information and give away products. Ludwig also spread the word on her personal social media pages and on her blog.
Results:
Gibbons considers the campaign very successful, noting that CLR sales are up 10% in 2010 compared to 2009.
Cummings reports about 80 million impressions to date in outlets including Newsday and parenting.com. She adds that a September 30 Today segment increased CLRchorewars.com traffic by 8,000 visits above its 25,645 daily average. The segment also spiked Jelmar.com visits to 5,246 on September 30, up from a daily average of 1,400.
Future:
Cummings says product giveaways and pitching will continue through the holidays. The team plans to build on and progress the chore wars idea in 2011.
