Case Study: Clorox and Ketchum Clean Up With Crowdsourced and Influencer-Driven Content—Resulting in E-Book Bestseller

Clorox’s social media/crowdsourcing campaign resulted in an e-book that was downloaded more than 46,000 times. Company: The Clorox Company Agency: Ketchum Timeframe: Jan. 2012 - May 2012 Gone are the days when pediatricians or child-rearing experts were the only trusted source of information for parents. Now, when a new mom needs to know which diaper cream to use for her baby’s rash or how to clean her changing table, she turns to advice from other moms who have been there and done that. With moms increasingly logging onto social platforms to connect and ask for health and wellness advice and brand recommendations, they don’t just want to hear a story, they want to be a part of it and share their own experiences, too.

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