Gather, a social innovation for Clorox

Millennials are “living” their lives, not “styling” them. We are redefining reality with every trending hashtag. #Friendsgiving is a reason to celebrate, and offer clues to millennial interests and passions. When The Clorox Company set out to create a cross-brand content platform targeted to Millennials, they started by looking at what was happening in their Twitter feeds regarding apartment and relationship conversations. Partnering with Current on the strategy and creative execution, the result was Gather, a content platform that delivers reasons to get together. It’s driving a new way of marketing that has nothing to do with lifestyles and everything to do with real life.

Through extensive Millennial research, the social team identified an area The Clorox Company could own: Reasons to gather. Next, we identified a platform on which to own it: Tumblr. Choosing to target Millennials, a demographic that isn’t afraid to speak up, made the need for content to be authentic even more essential. Our specialty social team created content bursts through “gather quotes,” blogger partnerships and photo shoots. 

My role was to concept shots from image direction, select and style all props and food, shoot and filter all photos and optimize for upload to Tumblr site.