Clorox streamlines operations with the assistance of Omnicom's data platform, intensifying their cleaning efforts.
In a bid to strengthen its connection with consumers, household brand Clorox made a significant move in July 2020 by consolidating all its media operations with Omnicom's largest media agency, OMD. This strategic shift marks a recent development in Clorox's marketing approach.
Prior to this consolidation, Clorox found itself grappling with disconnected data, which made it challenging to deliver personalized messaging. The lack of such personalization made it difficult for the brand to build meaningful connections with its consumers.
To better understand its target audience's purchase behaviour, Clorox resorted to using syndicated data from companies like MRI. This data helped the brand gain insights into consumer patterns, but it wasn't enough to deliver tailored messages to individual consumers.
Clorox's target audience buys its products for similar, yet slightly different reasons. By consolidating with OMD, Clorox aims to address the issue of individualized consumer outreach, enabling it to send personalized messages that resonate with each consumer's unique needs.
Industry knowledge suggests that companies often address customized messaging before media consolidation by leveraging a combination of syndicated consumer data and proprietary agency data. Syndicated data, such as Nielsen or IRI data, provides broad market and category insights, while agency data includes deeper brand- or campaign-specific consumer behaviour and engagement metrics. These data sources help create segmented target groups, enabling companies to tailor messaging relevant to different consumer needs or behaviours.
However, specific details about Clorox's exact practices in this area prior to July 2020 or its data use strategy are not readily available. It is known that agencies working with Clorox tapped into data on media consumption habits, but the brand's media strategy before consolidation was not effective in building personal connections.
With the consolidation with OMD, Clorox is poised to revolutionize its approach to consumer engagement, promising a more personalized and effective marketing strategy in the future.
- To effectively address the challenge of delivering personalized messaging and build meaningful connections with consumers, Clorox aims to leverage OMD's capabilities in data-and-cloud-computing, using the agency's proprietary data alongside syndicated data for a more tailored approach to business and finance.
- In the quest for a stronger and more personalized marketing strategy, Clorox, having recognized the need for technology-driven solutions, plans to utilize OMD's data resources in data-and-cloud-computing to enhance its understanding of consumer behaviour, which could potentially lead to improved business relations and growth.
