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

How Fresh Step Clawed Its Way to Success With Influencers

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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

 

Gabe Gordon
Co-founder & Managing Partner
Reach Agency

Bryan A. Clurman
Associate Marketing Director, Brand Engagement
The Clorox Company

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