Clorox asked CM to leverage the existing Clorox Facebook community and raise awareness as well as donations for Clorox’s new cause marketing partner Children’s Health Fund (CHF). Critical Mass, Clorox and CHF would launch Connect Kids To Care— a philanthropic program providing more than half a million health care visits to children in need over the next two years.
What we knew:
1) Mom’s don’t hand their money to brands just because the brands tell them to
2) All moms want happy and healthy children
Therefore, CHF and Clorox will not ask for money from our audience. Instead, the children will do that.
The idea is the story, the story of each individual child, parent and doctor that has received or provided medical treatment with the Children’s Health Fund. CM filmed 3 unscripted, documentary style shorts. Each short was shot on location in the South Bronx Medical center of New York as well as on board the CHF Mobile Medical Units (Blue Buses). These videos were hosted and delivered to our audience on Facebook, within the Children’s Health Fund tab which was designed and developed by CM. The Children’s Health Fund Tab utilized child-like graphics that were purposely stylized to bring hints of the Clorox look and feel, but by no means mimic it. Instead the Tab design was reminiscent of Children’s refrigerator artwork to keep in line with our “by the children, for the children” philosophy.
Additionally, CM needed to present the primary CTA (the request to donate) in a fresh and inviting manor that would not feel too separate from the existing creative. The decision was to create an animated spot that could live on Facebook and introduce Connect Kids to Care. The animated spot used the same childlike illustrations, music and language that had been seen in the Facebook Tab design as well as the documentary shorts. The CTA was simplified to this:
BECOME A FAN AND CLOROX WILL DONATE $1 ON YOUR BEHALF.
Having gained approximately 90,000 facebook friends for Clorox, Connect Kids to Care stands as the most persuasive and influential program that Critical Mass has delivered to Clorox. Massive PR buzz has sent the individual video spots to a variety of real estates including Youtube, Vimeo, Google as well as some unexpected places such as SPIKETV’s daily ten virals. Mentions of the program spawn well beyond Clorox. Notable mentions and direct links have shown up in individual mommy blogger sites with very positive conversation surrounding them.
Just recently, Connect Kids to Care has been deemed a finalist at the Digital PR Awards:
-BEST USE OF FACEBOOK
-BEST CAUSE MARKETING
Now that Clorox has successfully donated nearly $500,000 US dollars to CHF, CM is creating a “Thank You” video that will be delivered on facebook to all those who contributed.
CLOROX | CHILDREN’S HEALTH FUND
Social Networking, Cause Marketing, Online Film and Video