The creative solution was to empower users against the health risks that lurk around their homes.

How? By making them visible.

We created Clorox UV – an ultraviolet light device that transform the Clorox Gel bottle into a new kind of cleaning tool that reveals the grime that hides from plain sight.

Clorox UV is a relatively simple and low-cost, but striking innovation that uses existing technology to enhance the brand, provide value to consumers and help them in their most important task of protecting their families’ wellbeing.

We launched a short video demonstrating how consumers could regain control of a healthy environment at their home with the Clorox UV. The video promoted the micro site where consumers should register for the opportunity to obtain the device.

This content was strategically placed through online and social platforms most used by the target.

At the same time, influencers with credibility among the target were recruited to use the Clorox UV and share their experience with their followers. They provided their unique perspective from their expertise area, such as technology, smart shopping and family well-being.

The online content and third party reviews sparked conversations, sharing among the target on their social platforms and micro site participation.

We also shared the Clorox UV story with digital reporters and bloggers who generated positive earned media for the brand.

All execution took place in just a week.

Clorox UV was a highly original, yet low-cost solution that added value to both the brand and its consumers.

Created in Puerto Rico for its local market, Clorox UV is now in a development stage for larger international markets.

In a short executional period – one week – the initiative drove overwhelming consumer engagement evidenced by:

• 10,247 people registered in the microsite to obtain the device.

• Over 3 million impressions were obtained through social media conversations about the innovative tool.

• The video about Clorox UV had 229,989 views with a 70% completion rate.

• The story generated more than 1 million positive impressions in earned media.

• The Clorox UV initiative boosted Clorox Gel sales by 6% versus the same period in previous year.

Clorox UV shed a new light for a healthier home.