Clorox 2020 “Back-to-School” Campaign

Led strategy and execution for Clorox’s $11M 2020 Back-to-School omnichannel campaign during one of the most complex moments in the brand’s history. Amid national out-of-stocks and pandemic uncertainty, I repositioned the campaign to focus on supporting teachers — rebuilding brand equity through emotional connection, not product messaging. I owned the full campaign development process, including the brief, insights, creative development, and go-to-market strategy. We made the decision to use user-generated content (UGC) for the first time in a Clorox ad to capture authentic, real-life stories and navigated the challenges of producing a commercial safely during COVID lockdowns.

Results:

• Drove +16% YoY sales growth during the campaign window

• Launched Clorox’s first-ever UGC-led commercial, increasing brand relatability

• Helped restore brand trust and equity during a time of low product availability

• Delivered a multi-channel campaign across TV, digital, social, retail, and PR

This campaign proved that even in a supply-constrained environment, the right strategy can drive both short-term sales and long-term brand affinity.