CLR (Calcium Lime Rust) is a range of household cleaning products from the parent group Jelmar.
They are more known for the ‘as seen on TV’ style ads. One of their recent marketing activity intrigued me enormously.
They did a survey with their users (via KantarTNS) and figured that there was a connection between music and household cleaning! This is an interesting user insight that led them to the point that 80% of survey respondents (as a sample for the larger audience) listened to music while cleaning their homes!
(Yes, they did pitch a sample set of 1,051 Americans only as, “80% of Americans Are Grooving To Music While Fighting Grime” in typical PR fashion, but I’m going to let that pass in the larger interest of this post).
Now, how can Jelmar use this insight in any meaningful way? After all, they are not in the business of publishing music.
But, that’s where creativity and imagination come into play in marketing. Even if they are not publishers, they can be aggregators of contextually relevant music!
So CLR used the insight from their survey results and created thematic playlists on Spotify and made it available for their users to listen to, while cleaning their homes (hopefully with CLR)!
The choice of music, the kind genres associated with some cleaning activities are interesting and show imagination on their side.
The first step is to understand what kind of music would be contextually relevant to their customers. This would be easy if they are a Coca-Cola – all music that makes people ‘happy’ would be one good starting point since the brand has already established itself in that space. But, for a brand like CLR to make a meaningful connect to music as a marketing tool, using their consumers’ insight on how they relate both cleaning and music, is very, very clever!
CLR has also been suggesting music as an ancillary interest for cleaning via their Facebook page.
Other brands that have been using Spotify playlists probably have that connection far easier.
Gym wear brand Gymshark has been using Spotify playlists for workouts – this is a very obvious link and good to see them using this well.
Victoria’s Secret has a set of playlists titled ‘Hot Date’, ‘Girls Night’ and so on – relevant to its brand and its customers.
A funny playlist I stumbled upon was by Herbal Essences US. They make hair care products and have a playlists for singing in the shower 🙂 They have made it a public playlists so people can add their choice of songs to sing in the shower!
I loved CLR effort because it was an unusual connection that was identified by them by listening and observing their customers’ use of their products.
In fact, there are some that are interested in using music aggregation as a contextual marketing vehicle.
