ROLE
CREATIVE ART DIRECTION
SKILLS
PRODUCT DESIGN, CONTENT PRODUCTION, INTEGRATED CAMPAIGN
COLLABORATORS
PRODUCT TEAM, MARKETING, DEVELOPMENT
ABOUT THIS PROJECT
Free and Clear
I designed and implemented an innovative marketing strategy for the launch of Clorox® Free and Clear Sanitizing Cleaning Wipes and Multi-Surface Spray Cleaner. Our goal was to make a splash across various channels, including slick product videos, engaging e-commerce content, and dynamic social media promotions.
Roles and Responsibilities
As the Creative Art Director, I led this strategic campaign. I planned and supervised the creation and execution of all marketing assets, including integrating our sleek packaging design into a cohesive product design experience.
Challenges and Solutions
In the post-COVID world, Clorox had to meet a new audience's needs—products that are tough on germs but gentle for household use. It was crucial for this sub-brand to be friendly and become a go-to household staple.
Innovation and Creativity
This line of disinfecting mists features a reusable spray bottle, cutting down on plastic waste. The fine continuous mist can be used on various hard surfaces and fabrics and even helps freshen the air. Our creative challenge was to spotlight these features through a digital experience. We delivered a clear, concise message via video, photography, product pages, and educational infographics, ensuring our users felt safe and empowered with simple protection against germs during uncertain times.
Quantitative Impact
Collaborating with cross-functional teams, we defined campaign goals, messaging, and KPIs to craft a comprehensive marketing strategy encompassing multiple channels to maximize reach and impact. Our well-designed product pages, highlighting key features and benefits during the launch, boosted engagement.
Conclusion
The launch of the Clorox® Free and Clear products was a cohesive, impactful campaign that let me spread my creative wings across multiple channels. The result? Increased website traffic, social media interactions, and email open rates. I love these kinds of projects—seeing the bigger picture and making a difference across various touchpoints.
The Piñon Creative is a proud POC, family-owned business with deep cultural roots.
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