It has been out for a couple months now, the new myStain app from Clorox, but only now I have seen an interesting account of the marketing campaign and results highlighted in an article from MarketingNews (an AMA publication, requires registration).
As I first started reading about the mobile app that gives tips on stain removal, I wasn’t sure who would actually want to download it. Well, it seems the app has been downloaded over 75,000 times and 50% of users have shared the app via e-mail, Facebook or Twitter, according to the MarketingNews article.
In addition to that, Clorox got a bunch of good press and, according to David Kellis, PR manager at Clorox, “this app helped us make [our site] more searchable, more functional. It opened our eyes into how we should be positioning [the way] people search for stain solutions”.
The transformation in the perception of the Clorox brand was also a key success for the company. For me, it showed that even a near-century-old bleach brand can leverage modern technology to create something not only creative but really amazing. What a great way to connect with customers and refresh their perception of your brand.
For more about the app, the Mobile Marketer blog has a good overview.
I am beginning to think that there is an app for everything! Something like this though is a great idea as it keeps all stain-removal solutions in one place- your phone, rather than having to trawl through the internet and books to find them.
[…] How An Old School Product Leveraged A New Mobile App THE EFFECTIVE MARKETER | TUESDAY, SEPTEMBER 20, 2011 […]