retail news in context, analysis with attitude

by Kevin Coupe

Marketing Daily reports that Clorox has developed a new digital program designed to build on its reputation as a brand focused on cleanliness and sanitation - the Clorox Cold & Flu Pulse, described as a "digital and social platform (that) centers on a consumer-facing app that reports on where flu is likely to happen, and how virulent it is likely to be, via a program that analyzes millions of Twitter conversations in real time."

The value "isn’t just buzz," the story says. "It turns out that viral buzz precedes the appearances of the actual virus."

Clorox says that "the effort is tied to a national campaign touting products like Clorox Disinfecting Wipes, which kill human coronavirus and influenza."

But I think it is more than that. I think it is a really smart way of harnessing social media toward an end that actually has some importance.

Go figure. The Eye-Opener is that so-called viral buzz can be a good thing.
KC's View: