3× the brand lift for CLR
Run alongside CLR’s own brand ads, on the same budget.
CLR wanted to know how far creative alone could move its brand on social.
So it kept its own brand ads running alongside ours, on the same budget, audience and placements. The only thing that changed was the creative.
Brand strategy, local culture and ads made for the feed went into a system that tested them clean and kept getting smarter. Here’s what each part did.
How the creative system worked for CLR
More moments, more minds
We mapped the category entry points: the moments a tough cleaning job sends someone looking for a fix. Each ad owned one, so CLR came to mind in more moments, and the portfolio engaged buyers in all 12 audience groups.
Real people, always on brand
Real creators filmed in real US homes, to our strategy and CLR’s look and feel, showing the product doing the job rather than claiming it. Every ad was checked for brand, quality and approval before it ran, and there was always a fresh set of ads in market.
Remade ads earned their place
Every ad was read weekly. One that started near the bottom was re-edited, and the platform was soon backing it far harder than before. The best ad of all came from the newest ideas.
It changed how people felt about CLR
In an independent trial, the portfolio lifted every brand measure around three times further than CLR’s brand ads, and it reached 470,000 more people on the same budget.
Swayable randomised trial, 11,500 US respondents. Points compared with people who didn’t see the ads.
