Clorox’s innovative influencer marketing strategy has been driving the brand’s success. To reverse three years of declining sales and reach young consumers, the brand has turned to influencers, and “less obvious” digital marketing. One example: launching a mysterious musical “artist,” CLRX, who has racked up thousands of views and millions of listens on YouTube and Spotify with songs like “So Clean.” Clorox also teamed up with YouTuber HellthyJunkFood to promote Liquid-Plumr in a series of “Will it Clog?” videos that have garnered millions of views. (Ad Age, Adweek)
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