Clorox Recap Book

we make

Everyday life

better

every day

Our Values Do the right thing
Stretch for results
take personal ownership
work together to win

Mission

Mission of Clorox’s sports sponsorship platform......



Contents

07 Strategy overview

The Clorox Company’s approach to sports sponsorships

The Clorox Comapny’s partnership with PIVOT Marketing Agency

11 National basketball association
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Steph Curry
Golden State Warriors
Brooklyn Nets
Sacramento Kings
Minnesota Timberwolves
WNBA | San Antonio Stars

College Football

Learfield managed schools | University of Alabama, Boise State, and University of Louisville
IMG managed schools | University of Arkansas, Cal Berkeley, and University of Michigan

31 Nascar
Nascar

35 MLB

Minnesota Twins

39 Youth Baseball

National Youth Baseball Championships

Future Padres

43 National football league

Raiders

Jets

Bengals

Current Clorox Sports Sponsorship Strategy

Customer Pass through rights desired
Ability to leverage assets to build consumer programs

consumer Attractive to the millennial, Hispanic or African American consumer
Digital & social engagement that surrounds the consumer

community Ability to leverage assets to amplify current community efforts – where we work/live

clorox Team building
Employee engagement

Guiding Principles

Musts • Extend the season (Kingsford, Food - Drive incremental merchandise (Laundry))
• Retailer connection
• Drive scale for Clorox (Multiple brands/segments)

Priorities • Leverage to build retailer relationships
• Does it fit with the brand equity
• Leverage to drive Clorox employee engagement
• Opportunity for community activation
• Opportunity to drive consumer promotion
• Activation opportunity with both General Market and Hispanic

PIVOT Marketing Agency is a local San Francisco startup that works to unite brands and properties in lasting partnerships
that channel the emotional energy of sports into profitability and meaningful consumer engagement.

PIVOT has the...

Relationships with multiple sports property decision makers.
Analytics through the PIVOT ScoreTM model.
Knowledge of how sports properties operate.
Understanding of the Clorox Company goals and objectives.

Sports Marketing & Sponsorship Objectives

• Evaluate all inbound sponsorship opportunities and seek out partnerships that align with Clorox’s brand goals &
objectives

• Utilize the PIVOT Score to evaluate all inbound proposals and create a database of information for future use
• Create programs that enhance retail relationships and drive incremental volume at retail
• Create brand equity and connect with people through their passion points (sports) to increase consideration for

Clorox brands
• Test and learn with different types of opportunities and markets and activate partnerships with excellence

PIVOT Scope of Service

Sponsorship Sponsorship Marketing Sponsorship Measurement Property
strategy Activation strategy Evaluation & Analytics management

Negotiation

What PIVOT Does

1. Target demographic matching
2. Market exploration
3. Present open market opportunities
4. Evaluate opportunities with Clorox’s custom PIVOT ScoreTM
5. Negotiate best price and term for assets

7

Timeline

year long activation

Jan. Feb. Mar. Apr. May Jun. Jul. Aug. Sept. Oct. Nov. Dec.

POWERED BY

Why Sponsorship

Create brand equity and Sports create real time Unique platform that Integrate our efforts
connect with people engagement. allows brands to with our retail partners’
through their passion current activity engaged
points (sports). organically reach target
market. in sports marketing.
Partnerships

Race program

9



NBA
Platform

11

Golden state warriors

Objectives
1. Create brand equity and tap into fan passion by leveraging the Golden State Warrior’s growing success.
2. Support a local Bay Area team in The Clorox Company’s backyard.
3. Enhance customer relationships with Lucky/Savemart through traffic driving promotions and retail pass through

rights.

Property overview

increase in tv ratings Consecutive sell outs

85% since ‘11-’12 season 50 (And counting)

Assets • Playoff and Parade
gold alliance partner • Promotions
• Hospitality
• Marks and logos
• Retail pass-through rights
• Community Relations
• In-Arena Branding

Timing & Terms

Gold Alliance Partner since 2012-2013 Season

Investment level

###

ROI

Gold Alliance Partner since 2012-2013 Season

Success stories

• Enhanced relationships and improved incremental volume sales with Lucky/Savemart through retail promotion and
retail pass through rights.

• Successfully activated different Clorox brands during key pulse periods throughout the season.

Learning & Adjustments

activation & execution

Retailer Feedback

November Brand promotions by month

Season of Giving December
• Glad to Give
• Season ticket holder give Cold & Flu Season
• Christmas day game
back event
• 20,000 food bags sponsored by Clorox
donated • #Warriors white out - 26

• Video content with Green, million impressions
Bogut, and Barbosa • Sweepstakes for
Brand Awareness Value
$367,000 Christmas day tickets and
a year’s supply of Clorox
January Brand Awareness Value

New Years Resolutions $647,000
• Additional branding
• Kick plates and seat February

backs Chinese New Years
• Social media posts • Additional branding and

Brand Awareness Value LED exposure
$ • Chinese heritage night

Brand Awareness Value
$

13



College Football
Platform

15

College Football

Learfield

Objectives
1. Extend the grilling season with test and learn Grill for Game Day/Grill the Coach sweepstakes

2. Retail support to drive incremental volume in respective markets
3. Drive social and digital engagement by utilizing school marks and logos

4. Test and learn which activation tactics (i.e. social, in-store, etc.) work best for promotional contest campaigns

Assets

• Marks and logos • Digital Banner Ads / Homepage takeovers

• Sweepstakes promotion (supported by social media) • Retail pass-through rights

• Radio

Timing & Terms

Sept 28 - Oct 31, 2015 Grill the Coach / Grill for Gameday Sweepstakes

Nov 1 - End of Season Generic Tailgate assets (web banner, radio)

Investment level

###

ROI

Success stories

• Kingsford was able to secure incremental in-store support for Home Depot, Kroger, and Albertsons in local areas
with product and signage.

Learning & Adjustments

Activation, execution & Retailer Feedback

• Connect with retail partners earlier to begin planning promotions and retail activation with plenty of lead time.
• Work with Kingsford brand marketing team to integrate partnerships into yearly brand strategy and planning.
• Learfield was a very adaptive and responsive partner. They offered creative solutions for hiccups along the way -

i.e. changing Louisville creative mid-season.
• Host sweepstakes on a microsite on kingsford.com and create social campaign to drive traffic to that page.
• Home Depot was enthusiastic about marks and logos and the radio components.
• Start promoting earlier in the season rather than beginning in October.

Next steps

• Explore opportunities to change schools and select more relevant markets.
• Expand platform to include a signature piece with supporting regional schools in smile states.

Retail partnerships Sweepstakes results

396 Entries Louisville changed the name of their promotion from
197 Email opt ins “Grill the Coach” after going 0-3 at start of season.

444 Entries
244 Email opt ins

299 Entries
176 Email opt ins

Kingsford’s use of the logo branded steak image 0.60% Avg. social media conversion
4.43% Avg. social media engagement
• doubled 660,657 Total Web banner impressions

engagement rates of the best Kingsford Facebook posts

5,000 Likes 26,000 Shares

“ It was clear that The Home Depot store
associates embraced this program and had fun
with it . . . this is a nice win against our strategic ”
initiative to extend the grilling season.
Lou Bassett, TITLE??

In-store retail activation 30+
enhanced by using Kingsford stores
brand ambassador Chris Lilly

17

College Football

IMG

Objectives
1. Extend the grilling season with test and learn Grill for Game Day/Grill the Coach sweepstakes

2. Retail support to drive incremental volume in respective markets
3. Drive social and digital engagement by utilizing school marks and logos

4. Test and learn which activation tactics (i.e. social, in-store, etc.) work best for promotional contest campaigns

Assets

• Marks and logos • Radio

• Retail pass-through rights • Digital Banner Ads / Homepage takeovers

• Sweepstakes promotion (supported by social media)

Timing & terms

Sept 28 - Oct 31, 2015 Grill the Coach / Grill for Gameday Sweepstakes
Oct 1 - Oct 9, 2015 Grill the Coach / Grill for Gameday Sweepstakes #2

Nov 1 - End of Season Generic Tailgate assets (web banner, radio)

Investment level

###

ROI

Success stories

• IMG hosted two sweepstakes promotions. One through school assets and another through Think Social, which
included three (3) additional Facebook promoted posts.
• Increased engagement on social media
• Increased sweepstakes entries dramatically

Learning & Adjustments
activation , Execution & Retailer Feedback

• Think one week Think Social campaign performed exponentially better than the original two week promotional
campaign. We should explore the opportunity to do an extended Think Social campaign in 2016.

• Cal was difficult to activate and did not produce as well as Arkansas and Michigan. Kingsford was unable to utilize
the branded steak image as not to offend Cal’s vegetarian and vegan fans.

• Meijer plans 6 months in advance and was unable to incorporate retail activation into 2015 strategy due to a
condensed time line. The 2016 season partnership will start earlier, enabling Meijer to be involved.

Next steps

• After the 2 year term the Clorox Company will explore replacing Cal with another school in a key Kingsford market.

2 week Think social Entries
sweepstakes sweepstakes
466 Entries 4,247 Entries 4,000
222 Email opt ins 1,786 Email opt ins 3,000
2,000
101 Entries 513 Entries 1,000
26 Email opt ins 145 Email opt ins

307 Entries 1,178 Entries
139 Email opt ins 598 Email opt ins

Average Total 481,643 Total 466
Combined reach shares
2.9%engagement rate

Top performing school

223,288 Combined Reach 4,247 Sweepstakes Entries
7,162 Unique Campaign Visitors 59% Conversion Rate
315 Total Shares

Retail partnerships

Use of logo branded steak

Doubled

engagement rates of best
Kingsford posts

19



Youth Baseball
Partnerships

21

Future padres

Objectives
1. Support youth baseball in San Diego by partnering with the San Diego Padre’s Future Padres program centered

around supporting local youth baseball teams.

2. Authentically reach moms and families and connect them with the Clorox brand.

3. Test and learn dedicated microsite activation with a social promotion and contesting campaign.
4. Maximize all assets to support volume and share growth.

Assets
Presenting sponsor of the padres youth baseball program

• Marks and logos • Military Sunday
• Branding • In-venue assets
• #FuturePadres social media contest • Hospitality

Timing & Terms

Apr - Oct, 2015 San Diego Padres season

Feb - Mar, 2015 Youth jersey distribution
Mar 10 - Jul 24, 2015 #FuturePadres landing page live on SanDiego.Padres.mlb.com

Jun 29 - 30, 2015 Padres Summer Camp presented by Clorox

Investment Level

###

ROI

Success stories

• The San Diego Padres have a unique youth baseball program that reaches evert little league team in the San Diego
region by providing all youth participants different styles of Padres uniforms, inspiring kids by letting them know
anyone can be a Future Padre.

• Clorox was able to own the Future Padres youth baseball initiative and support over 12,000 kids in the greater San
Diego area.

• Thanks to Clorox’s support and their partnership with the Padres, this program is nurturing and sponsoring the next
generation of Future Padres!

Learning & Adjustments

activation , execution & Retailer Feedback

• Branding stadium trash cans with Glad proved difficult to execute. The asset was exchanged for additional Glad
LED branding in Stadium.

• The #FuturePadres contest could be better promoted during jersey distribution to target parents and ensure they
know how and where to enter.

• The Glad 2 Give program can be connected to the Future Padres program during distribution day.
• Work on connecting a retailer to the program in Spring of 2016.

“ Over the past three years, the Padres have been proud to grow our youth
baseball jersey program to benefit more than 50 leagues across four local
districts . . . This year, we are excited to partner with Clorox to power the
program. Together, we are able to impact thousands of Future Padres,
their coaches, and their families.
”-Tod Seidler, Padres ownership group
2,978 Page Views

51,000+ Likes on instagram Padres & Clorox Co-branded
jersey program

20 Mile Radius Around
Petco Park

52 Leagues
1,200+ Youth Teams

12,319 Jerseys Distributed
1,110 Glad bags used for

jersey distribution

23

National youth
baseball championships

Objectives
1. Own a national youth baseball platform that increases engagement with mothers and families.
2. Support youth baseball and promote the message of healthy living and drinking water over sugary beverages.
3. Test and learn event ownership with integrated media broadcast
4. Integrate partnership with “Drink Up” campaign

Assets
Title sponsorship

• Marks and logos • Branding & signage
• Product Integration • Social media posts
• On-site activation • TV and media

Timing & Terms

July - September Qualifiers - Championship game at Baseball Heaven, New York

Investment Level

###

ROI

Success stories

During Brita’s first year owning the National Youth Baseball Championship the brand focused on maximizing all available
assets and utilizing them to promote their healthy living message. In addition to supporting a great community initiative

Brita also gained great exposure with families and mom’s through TV and PR.

Learning & Adjustments
activation, Execution & Retailer Feedback

• Begin planning earlier in the year to maximize all assets and integrate into the brand marketing planning for the
2017 fiscal year.

• Explore opportunities to connect the NYBC partnership with other existing Clorox sponsorships (i.e. the San Diego
Padres and the 2016 All Star game).

• Unable to secure a retailer for the 2015 NYBC, but actively working to gain retail support for 2016.

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