Clorox wanted to change its perception from a cleaning brand to a disinfecting brand. And they wanted to spread this message in a way that spoke to their target audience, not just getting them to see the message but to engage with the product on a whole new level. TikTok was the ideal platform to achieve this - through the #CloroxWorkouts challenge, we created a shareable and memorable way for people to interact with the Clorox range, discover a fun way to clean & disinfect, and we showed that Clorox is a product that understands how its audience communicates.

During lockdown people were worried about how to keep their homes clean, and they were stuck inside spending days at a time just sitting and watching Netflix. This was the ideal opportunity to raise everyone’s spirits, and spread the message that Clorox is a disinfecting superstar.

We didn’t just want to do a normal campaign, we wanted people to engage with Clorox in a new way and a way that was relevant to people in lockdown, and would reach a huge audience during the height of the pandemic.

Clorox’s aim was to get people to engage with the brand, learn about the disinfecting product range, know that Clorox cleans and disinfects, plus raise everyone’s spirits.

Clorox Workouts combined the disinfecting power of Clorox with a workout routine that brought a smile to everyone’s faces, got them moving & and make their home’s sparkle with disinfecting cleaning power.

So, what’s the social media platform that’s the most creative and has really embraced the quarantine spirit? TikTok. We choreographed a fun and simple workout routine, paired with catchy lyrics (that reminded everyone about the disinfecting power of Clorox) and got people moving, mopping, disinfecting and sharing our message!

When the world stopped moving and started worrying about keeping their homes clean and safe, Clorox wanted to find a way to raise spirits and get everyone disinfecting. So, we tapped into a universal insight. What’s better exercise than an intense cleaning session!

During the pandemic social media took on a whole new meaning, it was a way for people to connect when they couldn’t be together. And one platform really embraced the quarantine spirit, TikTok. This was the perfect place for us to launch out message, and reach a large number of people in a way that had the potential to go viral.

We brought Clorox Workouts to life on one of the most popular sharing social media platforms in the Middle East - TikTok. Working with a local choreographer we created 3 sample challenge videos, to show everyone how to do the Clorox Workouts Challenge. These were the first videos to be uploaded onto Clorox’s TikTok page.

Then with an in-feed ad and banners we invited the world to follow the steps and join our 6 day #CloroxWorkouts challenge.

The Clorox Workouts TikTok campaign achieved +3.2 million shares, +3 million comments, +50 millions likes and +1.3 billion views, and during this time Clorox's market share grew by 12%.