Catalina Abadia The Clorox Company
Clorox Latin America has scored successful branded-content engagement in the region with its campaign Almost a Monument, created by FCB Mexico for the Clorox-owned cleaning brand Ayudin. Catalina Abadia, Brand Engagement Lead for Clorox Latin America, said they have partnered with several platforms to take advantage of trends that could not only benefit a product of the brand but generate content that provides an answer to a consumer need or problem. As for the initiative Almost a Monument, it is the answer to a conversation on Twitter regarding gender equality. “The agency brought to the table this idea about how we could help change people´s mentality about that social problem from our category,” she said. The engagement level obtained was 200,000 interactions a month. “The interactions were 32 times longer than the branded-content ones we were used to, and for us it was very motivating that we were now able to support certain causes and create spaces for conversations about them,” Abadia added. The digital campaign won a certain mount of coverage in traditional media, but “since it was a social problem, Twitter dominated the conversations, whereas Facebook and YouTube helped spread the message,” she said.
Catalina Abadia de The Clorox: Al final todo se trata del propósito de la marca
