We had a lot of things in place before the show. A perfect host in Saturday Night Live alum and mother Rachel Dratch. Social media biggies @HowToBeA Dad hosting Twitter. The talented Second City crew doing red carpet interviews, opening musical numbers, Icky re-enactments and over-the-top acceptance speeches. Rachel did traditional media interviews, social media influencers hyped the awards online, and the Sway Group blogger network encouraged consumer participation. We created Golden #Ickies statues — representing the five core Clorox products — to hand the “winners.”

The best part? We didn’t know what would happen next. The Clorox Ick Awards were a totally improvised real-time interaction with our target audience.

The first Clorox Ick Awards proved a huge success in building brand affinity for Clorox among socially influential parents, including top-tier media placements, breakthrough Twitter impressions, and hilarious branded content with still-growing viewership.

• 163+ million Twitter impressions

• 16,800+ tweets by more than 1,500 unique Twitter handles

• 12,000 clicks on Twitter links to Ick Awards videos

• #Ickies became a Twitter trending topic, along with hashtags #MysteriousMess, #SuperParentMess, #EpicMess and #BestDateMess

• 90 placements in traditional and online consumer media, generating 2 million+ media impressions (OK! Online, ET Online, Star Magazine Online, WGN Morning Show, HuffPost TV, Mobile Marketer, GMA Smartbrief, MediaPost)