After six months off Facebook and Instagram, Clorox Co. will start spending again on the platforms at the start of the new year. But it will be a slow return, contingent on continued progress by Facebook in controlling harmful content, says Clorox Chief Marketing Officer Stacey Grier.
Clorox, which has been boosting ad sales rapidly (up 30% last quarter) in line with sales growth, in June said it would pull out of Facebook platforms in the U.S. through the year end. The company at that time said it would “evolve our standards and guidelines for progress for all platforms and publishers to reflect our rising expectations for greater responsibility."
Clorox will return to Facebook in 2021, but “we’ll do it incrementally,” Grier says. “We’re not going to jump right back on at full force, but ease back into it and reward their progress and continue to reward as they make more progress.”
Grier says Clorox has continued talking to Facebook during its spending hiatus. “We’ve continued to push for what we’re hoping for,” she says. “I think they have made some great progress.”
At the time Clorox left Facebook, its spending was accelerating, with a $2.3 million outlay in the 30 days leading up to its June announcement and $6.5 million for the first six months of 2020, according to Pathmatics.
New ways to spend
Since then, Clorox has found other ways to spend. “I think we increased our learning on TikTok pretty quickly as a result,” Grier says. “We’ve been a longtime Google fan and partner, and I think we’ve accelerated there. And I think we’ve really thought differently about how we use influencer content. A lot of our influencer content really had been going through our Instagram and Facebook channels. And I think even as influencers have gotten more creative, it’s allowed us to learn about different ways to do that.”