How Clorox is using TikTok Shop to learn, innovate and grow

Consumers today don’t always discover products the way they did a decade ago. Increasingly, inspiration, entertainment and shopping are all happening in the same place—and for Clorox, that presents an opportunity to learn, connect and innovate in new ways. In a recent Modern Retail feature, Rita Gorenberg, senior director of brand experience, shared how Clorox is using TikTok Shop to explore content, commerce and consumer learning. Highlights from Rita’s perspective How is Clorox approaching TikTok Shop differently? Clorox is treating TikTok Shop as more than a sales channel. The platform serves as a learning lab where brands can test products, gather real-time consumer insights and better understand how consumers engage with content, creators and commerce. What role is social-first content playing? One example is Pine-Sol’s “OMG da Pine” campaign, where the brand has built an engaged following through original characters and creator-inspired content before launching a limited-edition scent collection that sold out within hours. Another is Clorox Pure , which sold out within 10 days of launching on TikTok Shop after the company used creator content to educate consumers about the new allergen-neutralizing category. These efforts demonstrate how social insights can help inform both marketing and innovation strategies. Why does this mean for Clorox’s future growth? Clorox is using social commerce to accelerate learning and innovation. Our brands’ early success on TikTok Shop demonstrate how expanding our social commerce helps Clorox identify consumer trends, refine products and create more relevant brand experiences. Want to learn more? Read the full article here (registration/subscription required). Innovation Share this: Share via Facebook Share via Twitter Share via LinkedIn Share via Email