Case Studies

Spending Green Effectively

The Clorox Company is a manufacturer of various food and chemical products based in Oakland, California. The people at Clorox created Green Works® products, a line of powerful naturally derived cleaning supplies. Green Works® cleaning products use plant-based, biodegradable ingredients to help you clean your home without harsh fumes and residue.

Challenges

Before their international launch, Green Works needed to:

Determine the required levels of marking investment to achieve sales goals

Find the most effective initial allocation of investment across marketing vehicles

Evaluate non-traditional marketing vehicles to impact sales

Determine the viability of the brand in each of the target countries

Develop a measurement plan to track performance

Approach

Conducted in-country market assessments: UK, Argentina & Mexico

Researched and profiled examples of non-traditional marketing in 20 case studies to showcase potential marketing impact of non-traditional spend

Developed market sizing model for each country which showed “winnable” market size and share potential

Developed customized marketing spend effectiveness model which forecasts optimal investment level and media mix required to achieve Green Works’ sales goals by country

Created initial list of potential areas of media activation and costs, where currently available

Results

TopRight’s optimum forecasted sales supported Clorox’s NCS sales goal of $53.8M over four years

Optimum sales will be achieved with an investment of $11.6M over a four year period

Cable TV and Public Relations comprise the majority of marketing spend over four years

A recommended investment of 18% of total media spend in non-traditional will drive awareness and trial in a cost-effective manner

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