Clorox, a cleaning product company, created a campaign in 2015 called “Bleachable Moments”, showing how Clorox can be used in “bleachable” moments such as diaper accidents with young children. Clorox used the campaign to target young parents who may not be the most familiar with the brand or with how to use the product. While the campaign integrated paid, owned and earned, the owned component was perhaps the most successful. The owned microsite providing instructional videos on how to use Clorox properly and for best results. The overall campaign led to a 4.6% increase in volume sales and a 5.7% increase in users from the Generation X and Y demographic.