Liquid Plumr’s Clog Culprits game set out to educate female consumers who are family-oriented DIYers about the ins and outs of various types of clogged pipes in a fun, interactive way. What’s usually a pain point, turned into fun and games — literally! In addition to creating enjoyment around a typically frustrating topic, Liquid Plumr’s Clog Culprit Game also helped educate players on product usage and benefits between each level, provided friendly competition and incentive for repeat plays tied to the instant win component. Hilleary Wright, Marketing Consultant, PR and Digital Marketing for the Clorox Company will reveal key components of the campaign and share the primary elements necessary to create an online game that will entertain, inform and engage consumers, helping to lead to increased sales and brand loyalty.

1. LIQUID-PLUMR
Social Media Summit Presentation

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Hunky Plumr Advertising

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The Hunky Plumrs

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• Addressing the Challenge
• Leveraging Insights
• Best Practices
• Creating a Game Platform
• Measuring Success
• Key Learnings
• Answering the Tough Questions
What We’ll Cover

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ADDRESSING
THE CHALLENGE

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Product Education

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Creating Sticky Content

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Reward Fans of the Brand

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LEVERAGING INSIGHTS

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Insight 1: Need for product education
Dissatisfaction
from a lack of
understanding

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Insight 2: Target seeks out online escapes
Home +
Family are
priorities

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Insight 3: More than half of gamers are women.
54% of social
gamers are
female!
Average social
gamer is 43
55% between
22 – 49

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Insight 4: Tap into popular game experiences

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Best
Practices

15. *
Five important considerations
Value
Exchange
Recognition Bragability
Mobile + Social Status

16. *
CREATING A
GAME PLATFORM

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Example Game Play

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MEASURING SUCCESS

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• Players are coming back more than 6x to play Clog Culprits
• Players are spending an average of 8+ minutes on
Clog Culprits
• 66% of players are entering the instant win promotion
• We are receiving DOUBLE the e-newsletter opt-in rates
that Clorox normally averages
• Time spent on LP.com increased 6x the amount prior to
launching Clog Culprits
Clog Culprit game stats

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• Don’t have to rely on social platforms to host social content
– can migrate users to .com
• Need some level of media support
• Include metrics beyond behavioral – round out with survey
Key Learnings

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ANSWERING THE
TOUGH QUESTIONS

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• Is the gamification initiative grounded in insights
and strategies?
• Have you defined success metrics?
• Do you have a clearly defined pay-off for both the consumer
and the brand?
• Do you have the right team and budget in place to support
the creation and maintenance?
Key to creating successful game strategies

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Questions?
www.LiquidPlumr.com/Clog-Cluprits