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Bryan A. Clurman

Associate Marketing Director, Brand Engagement
The Clorox Company

Bryan A. Clurman is a data-driven marketer with a love for brand and media strategy. He started his career within the strategic planning department of advertising agencies working on Volkswagen, Xbox, and Miller Lite. 

After years of agency life, Bryan made his way to Google where he was a member of the renowned BrandLab team as a brand marketing and media specialist. In this role, he partnered with 45+ major brands to help solve their marketing challenges using Google data and acumen. He also completed his MBA from the University of Southern California, Marshall School of Business during this time.

 In 2018, Bryan joined the Clorox Company to work with a dedicated brand marketing team. Bryan and his team have developed numerous innovative marketing campaigns for Clorox Wipes, Liquid-Plumr, Fresh Step Cat Litter, Fabric Sanitizer, Pine-Sol, and Clorox Toilet products. Additionally, he helps oversee a number of Clorox’s data programs. 

Bryan A. Clurman’s Session(s):

11:30am - 12:15pm PT — Friday, June 11, 2021

How Fresh Step Clawed Its Way to Success With Influencers

Cats are the top sensation on the Internet, and making content about them is fun. However, making fun content about cat litter is far more challenging. 

But the Clorox and Reach Agency teams did just that for the launch of Fresh Step’s newest product, Fresh Step with Gain Scent. Fresh Step with Febreze Freshness with Gain Scent is a new, exciting product launch for the brand and the cat litter category as a whole. It combines the odor control properties of Fresh Step and Febreze with the iconic fresh scent of Gain.

The biggest challenge in this category is the aversion to showing cat excrement (something no one wants to see). The brand revitalized boring, traditional litter product videos and fused them with entertainment and humor using demotainment. This innovative, creative approach exceeded business objectives and set this new product up for success in the litter category.

Key takeaways:

  • How to leverage influencers to tell a product story for a new product launch
  • Creative effectiveness using influencer content in paid media
  • How to effectively collaborate creatively with influencers

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