Clorox® Case Study
View all results

Clorox® drove sales and customer retention with A/B testing.

A robust test-and-learn campaign helped the brand understand how to retain an influx of customers.

Objective

Keep 1.5 million new customers engaged.

Out of the 2.4 million Clorox® fans who purchased products at Target during the March–April 2020 time frame, more than 1.5 million were first-time shoppers. Clorox® wanted to figure out how to retain this massive new audience.

Identify

the most valuable Clorox® audience segments

Determine

which ads and audiences generate engagement and sales

Leverage

these insights to stay connected with core customers

Solution

Solution

Get to know the new Clorox® audiences.

Clorox® worked with Roundel to develop a two-step learning plan for the brand using Display by Roundel™ on and off Target properties, along with Social by Roundel.™
  • Survey demographics, values, and behaviors to discover the most valuable audiences—and what resonated strongest with them.
  • Build on findings with a series of A/B tests on Target.com, Bullseye Marketplace, and Pinterest to understand which messages drove the highest ROAS for each audience.

Results

Understanding shoppers = >40% higher ROAS

Clorox® leveraged key insights to optimize its messaging and audience targeting for greater ROAS and customer retention—while identifying even more Target guests likely to purchase its products. And because the brand learned which media drove sales, it can now use these winning combinations in future campaigns.

>40%

higher ROAS when targeting purchasers of Clorox®’s trash bags

3x

higher ROAS when purchasers of other Clorox® products saw cleaning ads

>25%

increase in customer retention over the duration of the campaigns

Conclusion

Optimize with insights.

Our Reporting, Insights & Analytics team can help your team improve your media performance and targeting with deeper audience insights that span 19 product categories.

Test

Measure how audiences respond to your media.

Target

Speak to segments that are primed to buy your products.

Win

Continue to explore connections with future campaigns.

Connect in a whole new way.

Let’s talk about your next multi-channel campaign.

Contact us
Media designed by Target
Media designed by Target
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