Clorox Ewwmojis was born out of the need to activate our social community and create conversation about bleach. Instead of creating a static destination, we tapped into the nature of social media and developed a promotion that lived within the platforms our audience was already using.

Our videos – the baseline of the campaign – lived in Vine, a dedicated page on the Clorox website and in our promotional tweets. After watching the videos on Vine, users entered their guesses from Twitter, with all entries sporting a hashtag that allowed our promotion to organically spread. We incented engagement with a cash grand prize and interacted with the people actively engaged in the promotion.

The transitory nature of Twitter created a sense of urgency, which when combined with a simple social interaction, inspired and empowered consumers to take part in the promotion with little effort and large effect.

In just a one-week period we saw overwhelming social engagement. We had over 1100 submissions, with almost 3000 additional mentions and links back to our site – all of which added up to over 4.6 million impressions in just five days! Most of all, by revealing the humour in the daily disasters, we empowered our audience to take part in a frank and funny conversation about daily life and our brand’s role in it.

The client was thrilled, and so was the audience. So much so that we released an additional round of festive phrases to celebrate “X-Mess” contributing