Roundel™ Multi-Solutions Case Study

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

Insights from a robust test-and-learn media campaign engaged new purchasers of Clorox® products.

Objective

Tap into consumer insights to retain new customers.

Among the 2.4 million Clorox® fans who purchased products at Target during the March–April 2020 time frame, more than 1.5 million bought a Clorox® product for the first time. How could Clorox® retain this massive new audience?

Clorox®’s key objectives:
  • Identify the most valuable Clorox® audience segments
  • Determine which ads and audience segments are most effective at driving audience engagement and increasing sales

Approach

Conduct an A/B test to find the greatest ROAS.

Clorox® worked with Roundel™ to develop a robust, two-step learning plan for the brand.

Step 1

Roundel conducted a survey to measure guests’ demographics, values, and behaviors.

Goal: Discover the most valuable Clorox® audiences and the values that resonated the strongest with them.

Step 2

From the research findings, Roundel developed a series of A/B tests on Target.com, Bullseye Marketplace, and Pinterest.

Goal: Learn which audiences and messages drove the highest return on ad spend (ROAS) for Clorox® products—and how to use those winning combinations to reach potential new audiences.

Results

Understanding shoppers reaps big rewards and retention.

Clorox® leveraged key insights to optimize its messaging and audience targeting for greater ROAS and customer retention—while identifying more Target guests likely to purchase its products.

> 40% higher

ROAS

when targeting audience who purchased Clorox®'s trash bags

3x higher

ROAS

when purchasers of other Clorox® products were shown cleaning messaging

> 25%

increase

in customer retention over the duration of the campaigns

Optimize your campaigns with deeper insights.

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

Let’s change media for good.