Clorox teamed up with Bravo’s The Real Housewives franchise as part of a larger partnership with NBC Universal and BravoCon—because the messiest and most iconic pop culture moments often stem from the same thing: spilling the tea.
CREATIVE TEAM
Lauren Lapid Art Director + Designer (Ketchum)
Nick Jessee Creative Planner + Ideator (Ketchum)
Bronwyn Kuelher Lead Producer (Ketchum)
Blau Ramos Digital Strategy + Copy (Ketchum)
Robin Santos Brand Engagement Content Lead (Clorox)
MANIFESTO — A 360-campaign, Clorox teamed up with NBC Universal and BravoCon because no one knows a little mess better than reality stars. Reality stars know all about spilling the tea, and with that comes messy fallouts — perhaps in the form of flipped tables, thrown drinks, and tear-soaked linens.
Clorox is here to take the drama out of cleaning, because messes happen.
PROJECT RECAP — The attention-grabbing paid integration tapped into voices our audience trusts and content designed to bring a renewed sense of joy around cleaning, including:
Four custom ad spots featuring The Real Housewives fan-favorites
Custom content featuring an all-star cast of core Clorox products
Prominent presence at BravoCon, a three-day event attracting 30,000 attendees in Las Vegas
Earned media and social partnerships with stars of The Real Housewives to continue amplifying the message
Sweepstakes to drive consumer engagement
ROLES & RESPONSIBILITIES — As the Art Director for Clorox at Ketchum, I was the lead creative on the campaign. From concepting with our team to storyboarding, every visual asset from the campaign was either created directly by me or via a partner under my oversight and art direction.
RESULTS — Paid TikTok content drove a 16.4% lift in Ad Recall and a 3.6% lift in Consideration. Earned media and influencer efforts drove 78.4MM impressions and 350K engagements. Mailers earned a 52% coverage rate with earned content reaching a combined 1M+ followers.
Partnership content across social
BravoCon Presence Video Recap