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Integrated multicultural marketing campaign for Clorox Canada to connect with Chinese and South Asian markets in Canada
Clorox is an established brand in Canada. The brand has reached its maturity among the Canadian mainstream market and has to look beyond their current target group to further expand market share. With Canada becoming more and more a multi-ethnic country, this ethnic segment presents a viable opportunity for progressive marketers to capture additional market share.
Clorox is an established brand in Canada with a suite of product solutions for all household cleaning needs ranging from kitchen and laundry to waste disposal. The brand has reached its maturity among the mainstream market and has to look beyond their current target group to further expand market share. There is an average of over 260,000 new immigrants coming into Canada each year.
From 2011 Census, Canada’s immigrant population reached 20.6% and rising. This ethnic market presents a viable opportunity for progressive marketers to capture additional market share. Balmoral was asked to develop an integrated marketing solution to build brand awareness. The goal was to continuously grow market share in the ethnic market and eventually become the first choice for household cleaning products.
This is a unique campaign that has one concept – the Supermom – with two unique approaches integrating each target group’s culture and nuances into marketing communications:
South Asian Mothers – South Asians love to host house gatherings inviting family and friends. The mother takes pride in keeping the house clean and tidy. Most importantly, being able to impress their mother-in-law makes them a Supermom.
Chinese Mothers – Tiger moms have hectic schedules. They are constantly on the go and strive to provide the best for their children. Being able to achieve this with the help of cleaning products that save time and money makes them a Supermom.
Public relations played an important role in building brand and product knowledge and connection with these two target groups.
- The campaign integrated both above-the-line and below-the-line strategies which successfully penetrated, engaged and connected with the South Asians and Chinese to create buzz and effectively raise brand awareness and recall.
- Through community outreach programs, the campaign showcased Clorox products in 8 events in 8 months in Ontario and British Columbia (over 50,000 attendees per event). These activations are highly engaging and at the same time educated and strengthened product knowledge on a variety of Clorox products.
- The client gained new retail partners and strengthened existing relationships through customized in-store programs to build mutual business.