Covid-19 had consumers scrubbing every inch of their hands and homes throughout the pandemic. Cleaning and disinfectant products and brands jumped on the momentum to digitally advertise to consumers, showcasing how each product might help consumers stay safe during the pandemic. We’ll take a look at how top advertisers in the Household Cleaning Supplies, Cleaning and Disinfectant, and Hand Sanitizers categories performed in January of 2020 through August of 2021, and how things may shake out through the rest of the year.
Household Cleaning Supplies Advertisers Cover Most Digital Platforms
Household cleaning brands have typically been uniquely positioned to provide essential cleaning products to consumers. The pandemic created an urgency for brands to advertise the benefits of their germ-killing products to keep clean and safe.
Pathmatics Explorer showed a diverse media mix for the Household Cleaning Supplies category. Desktop Video made up 37% of spend share, Instagram made up 23%, and Facebook made up 23%. Creatives shown on Instagram reached 13.6 billion monthly impressions, despite Desktop Video ranking first in spend share. YouTube.com ranked as the top site for the whole category from January of 2020 to September of 2021 but had around 7.5 million fewer impressions than Instagram.com
Clorox Wipes the Cleaner and Disinfectant Category Away
The Cleaning and Disinfectant category ad spend was an estimated total of $103.7 million, with three of the five top advertisers (Clorox Cleaning Products, Liquid Plumr, and Pine-Sol) under The Clorox Company. Windex and Microban24 also ranked among the top five in the category.
Clorox Cleaning Products swept up the Cleaning and Disinfectant category as the No. 1 brand with a total estimated spend of $89 million and over 2,000 unique creatives. Nine out of Clorox’s top ten creatives were 30-second videos hosted on YouTube, highlighting the various environments consumers can use disinfectant wipes to kill 99% of germs.
From doctor’s offices to bedrooms, Clorox covered the bases in their video ads that garnered an estimated 6.7 million total impressions. From 2020 to 2021, the messaging changed from stay home to enjoy a clean home.
First seen on May 6, 2020, and totaling around 45.3 million impressions, The Clorox Company’s Pine-Sol kept their YouTube video creatives fresh by using the #StayHomeBaby hashtags. On September 9, 2021, a Clorox Wipes ad was first seen on Facebook giving consumers a reminder to keep a long-lasting clean home, and accumulated around 315 million impressions. That’s a lot of eyeballs!
Purell’s Campaign Urges Consumers to Stay Home and Stay Safe
Toilet paper wasn’t the only product we couldn’t find in stores for months. The infamous Purell hand sanitizers were out of reach from consumers’ hands for many months as store shelves were emptied daily. The good news is Purell led the Hand Sanitizer category, allocating $2.5 million of its budget, making up almost 88% of the total spending for the category. The entire category saw an estimated 243.8 million monthly impressions on Facebook alone from January 2020 to September 2021.
Two out of the top ten hand sanitizer creatives came from Dove, where they pinned their moisturizing hand sanitizer up against Purell’s in an informative video ad. Compared to other household cleaning products in the category, Purell actually called out “Stay Home. Stay Safe.” early on in their advertising campaign copy that was first seen on April 17, 2020.
Staying Safe through Winter 2021
As the second holiday season of Covid-19 approaches, brands in the Household Cleaning Supplies category may continue to diversify their advertising budget among several platforms. Each brand’s strategy from the beginning of 2020 to September 2021 differed from the other, whether it was allocating most of their advertising budget to Facebook, Instagram, or Desktop Video.
Zooming into October 2021’s top household cleaning creatives so far, brands like Purell and Dove have changed their messaging to cater to our new normal of staying safe while on the go as people have already returned to school and the office.
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After she earned her BS in Business Administration and Marketing, Pam spent time in the non-profit industry developing skills in digital marketing and creating digital content for two years. She then made the transition to content marketing for San Francisco start ups.