Clorox, a sponsor of Mercedes-Benz Fashion Week, is hitting the streets in New York during the extravaganza with a grassroots experience supported by a digital campaign in the service of its new Clorox Smart Seek Bleach, a formula that obviates the need to separate whites with color patterns from whites.
The campaign is centered on a faux designer named Cloey De La Rox and her line of color-pattern underwear. The digital components feature a series of 10 Vine videos about Rox and her underwear.
Clorox shows up Saturday, Sept. 6, outside Lincoln Center, and on Columbus Avenue in the 60's where street teams will do an ersatz “Cloey De La Rox” fashion show, offering giveaways and executing a promotion dangling invites to Mercedes-Benz Fashion Week events. Among other things, consumers who drop by can use an onsite photo booth — and a model — to share a picture of their favorite underwear pattern using #SmartSeekNYFW #Sweeps get a chance at the tickets.
Digitally, aside from the 10 Vine videos to which the Web site, social elements, earned and paid media are driving consumer traffic, the campaign includes a partnership with influencer sites like designer and editor Rachel Zoe's The Zoe Report, per Rita Gorenberg, social manager at The Clorox Company.
She tells Marketing Daily that Clorox has been promoting Smart Seek with TV advertising since earlier this year, including on Clorox's YouTube site. "But its very different from ads we have done before, and very similar to the reason why we have done this [Fashion Week]."
Gorenberg adds that since the product is first product of its kind, awareness is a big part of the campaign. "That's the first thing we are interested in." The idea for touting the produce with the Cloey character preceded the plan to promote it with the Mercedes-Benz Fashion Week sponsorship, she adds. "We wanted to give consumers an opportunity to get involved with Cloey and the underwear line, so on top of the digital activation we wanted to go and create a [grassroots] experience that lets people interact with the product."
She says the campaign will continue with earned-media activation as well as different work with online influencers to maintain awareness with digital advertising including on social media. "We actually just finished a partnership with BuzzFeed with another Clorox program, and we will consider to continue that."