Clorox’s road to agile TV advertising with Zappi Amplify TV

Zappi’s platform and predictive advertising tool, Zappi Amplify TV, have changed the way Clorox does research — helping to optimize the impact Clorox’s advertising has on sales and long-term brand equity.

OPPORTUNITY

The search for agile research

The Clorox Company has been exploring agile advertising for many years. Over time, the research team has evolved into a faster and more efficient function, able to deliver cost-effective insights that can inform decisions quickly to keep up with the pace of the business.

But effective agile research requires the right research partners. Zappi’s platform and its predictive advertising tool, Zappi Amplify TV, have changed the way Clorox does research across its pool of brands — helping to optimize the impact Clorox’s advertising has on sales and long-term brand equity.

EXAMPLE

Improving sales and brand impact

In one example, Clorox used Zappi Amplify TV to identify that an ad was set to deliver lackluster sales and brand impact. Amplify identified a clear opportunity to improve the Comprehension, Distinctiveness and Brand Integration of the creative.

With a few tweaks to the ad, sales and brand impact predictions improved.

Before Zappi

Month-long iteration cycles that didn’t meet the pace the of the business
Time-consuming testing processes
Product launches where research was cut out or reduced
Lack of research best practices that could be used by a large portfolio of brands

After Zappi

In-context video measurement with robust second-by-second analytics
Automated insights that meet the needs of the business
Key metrics that help creative optimization
Accessible meta learnings that can be used by any brand at Clorox

Zappi Amplify TV provides a much more robust suite of diagnostics to understand what’s working in the ad and why, with metrics that are hard to find in other methodologies. We were really excited to see what it could do for us.

Ben Jordan

Assoc. Dir; Human Insights Center of Excellence at The Clorox Company