Clorox has embraced story-telling, starting with the recognition that its use of data produced initially “hollow, vacuous brand moments,” according to CMO Eric Reynolds. Story development is not simple targeting and segmentation based on demographics, it must look beyond the short-term traffic gains that are often measured in lieu of long-term brand impact and trust.
AdExchanger: How did brand building play out in your media mix?
ERIC REYNOLDS: It’s about balance. There are certain stories we want to tell, and we’re trying to match our creative to that. The question is: What’s the unit that can tell that story? You can’t edit 30- or 60-second TV ads for online video. If we’re going to tell great brand stories, we have to do upper- and middle-funnel work on digital. We’re still getting the creative, data and platforms together to create something unique and influential.