How Clorox Does DTC Vivian Chang, VP of Growth, DTC The Clorox Company
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How Clorox Does DTC
Vivian Chang, VP of Growth, DTCThe Clorox Company
Revenue channel
1st party audience source
Insights tool for R&D innovation
Testing ground for business models
Omnichannel loyalty builder
DTC role within CPG
Speed to market is key
objectivewellness.com
brita.com
Perfect is the enemy of good
objectivewellness.com
Marketing = Art + Science
Storytelling + Direct Response
No sacred cows
Testing at velocity
● Informs audience personas, product portfolio, pricing● Pilot programs● Incrementality
Control | 20% of Traffic Test | 80% of Traffic
+23% lift in conversions + revenue
DTC tools leveraged for R&D development
● User surveys● Reviews analysis● Trend monitoring● Ghost campaigns● Consumer input
Data drives Strategy
● Cohort health● Assortment mapping● Predictive modeling
Order 1 Order 2 Order 3
Speed to market is key
Marketing = Art + Science
Testing & data drives strategy
DTC within CPG
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