Clearing the Air With Clorox Home Appliances
Clorox is a trusted name in disinfecting and home cleaning, but prior to 2022, consumers did not associate the brand with small home appliances. One year after the brand’s 2022 launch, Hamilton Beach Brands engaged Comm Oddities to build category authority for Clorox Home Appliances from the ground up, increase brand awareness in the US market, and direct high-converting shopper traffic to Amazon in a saturated market.
Our Strategy
- Execute an “always-on” pitching engine with targeted hooks like allergy season, pet ownership, parenting, registries and back-to-school/grads
- Capitalize on major retail sales holidays with an aggressive commerce pitching strategy to drive high-intent shoppers directly to Amazon
- Implement a rapid-response strategy to natural disasters, pitching and quickly placing relevant products with media during high-need events
- Build deep relationships with top-tier editors by hosting an exclusive in-person and virtual events for the Hamilton Beach Brands portfolio
- Lead targeted product launch campaigns inclusive of award nominations, virtual media events, strategic sample seeding, and stand-alone reviews
- Position the brand’s internal spokesperson as a leading air quality expert to further elevate brand credibility
The Results
Comm Oddities transformed the unknown home appliance brand into a critically acclaimed category leader, driving exponential year-over-year growth in coverage with target media outlets.
- 800% volume growth, scaling the brand from just 79 earned placements in 2022 to 711 total placements in 2025
- Doubled brand-determined KPIs, achieving 27 Billion impressions (220% to goal) in 2024
- Secured 70 SEO-rich “Best Of” list placements in 2024
- Consistently directed 78% – 98% of all media coverage to Amazon
- Secured multiple award wins in top-tier publications including Men’s Health Sleep Awards, Parents Best for Baby, Glamour Beauty & Wellness Awards, and The Skimm’
- Successfully led 5 new product launch campaigns, garnering coverage in top tier, target outlets
