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Clorox Trend Outlook

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CLOROX TREND OUTLOOK

Brandables CUSTOM, BRANDED CONTENT

The Ahalogy Difference

Ahalogy is a Quotient brand and a market leader in trend-driven influencer content and social media marketing. The platform delivers proven ROI through category trend data, premium influencer content, and verifiable audience targeting. Depending on a brand’s objectives, Ahalogy campaigns now have access to Quotient first-, second-, and third- party data to target shoppers, along with a number of advanced measurement solutions.

Using our quality traffic test and brand match score, we hand-select influencers from our network of 10,000+ partners that we recommend to your brand, allowing you to weigh in on the selection briefing and final creative output.

A

Ahalogy Muse DATA-DRIVEN IDEAS

Verified Targeting REACH YOUR AUDIENCE

We don’t rely on questionable claims of impressions and reach. We verify 100% of our impressions using promoted posts, guaranteeing your content reaches the right buyer. Third-party tracking verifies landing page and engagement metrics.

We start with inspiration from Muse, our proprietary source of influencer content data and trends, to guide the creative production, while uncovering audience insights to target shoppers along their path to purchase.

Powered by Muse | 5

PLANNING AHEAD

Clorox Trend Outlook With an entire suite of products to choose from, there are plenty of creative ways to add a trend-driven twist to the Clorox brand. From seasonal drive times to evergreen thought-starters that can be used year round, we’ve gathered some of our favorite Muse trends and paired them with a range of Clorox products to create engaging con- tent ideas that are specific to the Clorox brand. Follow this planning guide—complete with category data to drive con- tent creation, examples of high-quality branded influencer content, and thought-starters to inspire future campaign planning.

Table of Contents

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THE AHALOGY DI FFERENCE

INTRODUCT ION

TRENDING TOP ICS

BRANDABLES EXAMPLES

ABOUT AHALOGY

CLOROX TREND OUTLOOK Trending Topics

The secret to any succesful content calendar is organiza- tion and planning—and content category data from Ahal- ogy Muse, of course! Spread across Food & Drink, Lifestyle & Entertaining, Kids & Parenting, and more, consumers are sure to engage with these data-driven trends. Follow along below to discover seasonal favorites and evergreen thought-starters alike, all of which have been hand-selected to fit with the Clorox brand.

10 | Game Day with Frito Lay

Game Day Q1 ENTERTAINING TREND:

Brands to Feature: Glad, Hidden Valley

TOP RELATED KEYWORDS:

Hut, hut, hike! As a major player in Q1, Game Day is a natural fit for the entire lineup of Clorox products. Whether it’s adding a zesty kick to slow-cooker dips, wings, or sliders using Hidden Valley Ranch or showing shoppers easy ways to meal prep their tailgate treats using Glad Food Storage Containers, we have plenty of trend-inspired ideas that will score big with consumers.

Dip

Low Carb

Slow Cooker

Party

Sliders

Chicken Wings

“Game Day” begins trending in mid December and peaks on January 30. Have your content ready to go by early January to ensure your product is top of mind before the big game. MAY JUN AUG NOV MAR

Tailgating

Appetizers

Sauce

Games

Crowd

Tater Tot

Football

Loaded Totchos

Slow Cooker Dip

Tailgating Essentials

12 | Clorox Trend Outlook

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Probiotics Q1 HEALTH TREND

Brands to Feature: Renew Life

TOP RELATED KEYWORDS:

Healthy living is gaining popularity year over year. However, it’s especially timely during the new year, new me focus of Q1. One major trend that we’ve seen emerge out of this new focus on fitness? Probiotics! Shoppers love integrating Renew Life Priobiotics into their daily routines with printable checklists, healthy habit tips, or on-the-go probiotic drinks—like smoothies!

Gut Health

Healthy

Yogurt

Baby

Benefits

Tips

MAY

JUN

AUG

NOV

MAR

Natural

“Probiotics” soar in popularity in Q1, trending as early as January 1 and peaking on March 4. Finalize your content in early January to take advantage of this trending timeline.

Kids

Supplements

Skin

Immune System

Why

Family

Daily Routine Checklist

Healthy Habits

On-The-Go Probiotic Drinks

14 | Clorox Trend Outlook

Powered by Muse | 15

Backyard Entertaining Q2 ENTERTAINING TREND

Brands to Feature: Brita, Glad, Hidden Valley

TOP RELATED KEYWORDS:

Once the weather starts to warm up in Q2, audiences start looking for ways to get outdoors. That’s where Backyard Entertaining comes in! The perfect way to celebrate the spring sunshine and prep for summer, Backyard Enter- taining is also a great way to showcase a range of Clorox products. Incorporate Glad Food Storage Containers and Hidden Valley Ranch Dressing in creative content ideas like an easy entertaining recipe or backyard party hacks.

DIY

Yard Games

Fire Pit

Party

Family Fun

Sangria

MAY

JUN

AUG

NOV

MAR

Dinner Party

“Backyard Entertaining” trends at the beginning of April and peaks on May 15, May 22, and May 30. Aim to publish content by mid April to capture your target audience while they’re searching for outdoor inspiration.

BBQ

Simple

Host

Appetizer

Camping

Kids

Backyard Entertaining Hacks

DIY Yard Games

Easy Entertaining Recipes

16 | Clorox Trend Outlook

Powered by Muse | 17

Spring Break Travel Q2 L I FESTYLE TREND

Brands to Feature: Brita, Burt’s Bees

TOP RELATED KEYWORDS:

Summer vacation may get all the hype, but Spring Break Travel is an essential trend for families everywhere. The perfect way to escape the last of the dreary winter weather, this Q2 trend is a great way to highlight brands like Brita and Burt’s Bees. Inspire spring break wanderlust with ideas like on-the-go beauty (Burt’s Bees fit easily in a carry-on!) or spring break hiking tips (hydration is key!).

Vacation

Road Trip

Staycation

DIY

Budget

Skin

MAY

JUN

AUG

NOV

MAR

Hiking

“Spring Break” trends at the end of January, peaking on March 6 and remaining popular through the beginning of April. Wrap up content production by mid February for maximum impact.

Water

Beauty

Fitness

Camping

Holiday

Self-Care

On-The-Go Beauty

Hiking Tips

Road Trip Essentials

18 | Clorox Trend Outlook

Powered by Muse | 19

Make-Ahead Lunches Q3 FOOD TREND

Brands to Feature: Hidden Valley, Glad, Brita

TOP RELATED KEYWORDS:

Once the Q3 back-to-school season starts, savvy shop- pers know that Make-Ahead Lunches are an A+ addition to every family’s weekday routine. Brands like Hidden Valley, Glad, and Brita can capitalize on this schooltime trend by playing off of top content ideas like DIY bento box lunches, kid-approved recipes for picky eaters, and on-the-go drink ideas for kids.

Ideas

Kids

Healthy

Box Notes

Lunchbox

Printable

MAY

JUN

AUG

NOV

MAR

Fun

“Back-To-School Lunches” trend from mid July to late August, peaking on August 14. Have your content finalized by mid July to engage with parents who are planning ahead.

Recipes

Tips

Time

Picky Eater

Hacks

Lunches

Creative School Lunches

Hacks for Easy Lunch Prep Quick and Easy Lunch Ideas

20 | Clorox Trend Outlook

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College Essentials Q3 L I FESTYLE TREND

Brands to Feature: Brita, Clorox, Glad

TOP RELATED KEYWORDS:

In Q3, little kids tend to get all the fun. But what about their older counterparts? Back-to-school season is a major planning time for Gen Z’ers who are headed to college. Whether they’re moving into their freshman year dorm or their first college apartment, help them prep for success with brands like Brita, Clorox, and Glad. From stocking the kitchen to helping them stay tidy and organized in cramped dorm rooms, there are plenty of ways to capitalize on this Q3 trend.

Journal

Supplies

Checklist

Packing List

Space

Kitchen

MAY

JUN

AUG

NOV

MAR

Essential

“College Essentials” is at its most popular in August, peaking on August 14. Publish content by mid July to ensure your brand is top of mind for college-aged consumers and their parents alike.

Small Space

Decor

Laundry Bag

Tips

Printable

Routine

College Gift Basket

The Ultimate Dorm Room College Tips: Staying Tidy

22 | Clorox Trend Outlook

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Gift Exchange Q4 HOL IDAY TREND

Brands to Feature: Burt’s Bees

TOP RELATED KEYWORDS:

When it comes to the holiday season, Santa’s elves aren’t the only ones who stay busy. Gift Exchange is a major Q4 trend, with shoppers searching for the perfect present for friends, coworkers, roommates, and more. Position Burt’s Bees as the ultimate (and easy!) gift idea with top trending content ideas like white elephant parties, easy gifts for coworkers, and simple stocking stuffers.

White Elephant

Cookie Exchange

Game

Printable

Holiday Party

DIY

MAY

JUN

AUG

NOV

MAR

Craft Tutorial

“Gift Exchange” begins trending in September, with consumers planning their holiday shopping well in advance. Set your go-live date for early November to ensure your product makes the nice list before this topic peaks on December 8.

Stocking

Mason Jar

Gifting

Office

Secret

Friends

White Elephant Party

Easy Gifts for Co-Workers

Simple Stocking Stuffers

24 | Clorox Trend Outlook

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Healthy Holiday Hacks Q4 FOOD TREND

Brands to Feature: Glad, Hidden Valley, Renew Life

TOP RELATED KEYWORDS:

Tis the season...for overindulgence! Help audiences make it through Q4 with their personal nutrition goals intact thanks to these Healthy Holiday Hacks for their favorite seasonal sweets. Glad, Hidden Valley, and Renew Life can all play a role in data-driven content ideas like healthy holiday appetizers, gluten-free holiday sides, or tips for a healthy holiday season.

Side Dish

Vegan

Recipes

Salad

Sweet Treat

Low Carb

MAY

JUN

AUG

NOV

MAR

Treat

“Healthy Holiday” trends from September into December, peaking early on December 9. Publish your content by early Novemer to get ahead of the curve.

Sweet Potato

Seasoning

Appetizer

Keto

Make-Ahead

Clean Eating

Healthy Holiday Appetizers

Gluten-Free Holiday Sides

Tips for a Healthy Holiday

26 | Clorox Trend Outlook

Powered by Muse | 27

Kid-Friendly Clean Up EVERGREEN PARENT ING TREND

Brands to Feature: Clorox, Glad

TOP RELATED KEYWORDS:

Kid-Friendly Clean Up is one evergreen trend that can be used in so many different ways. Whether it’s finding age-appropriate games to make cleaning up fun with Clorox Free & Clear or using Glad products to create a messy craft hack, this data-driven trend is full of fami- ly-friendly fun.

Toys

Fun

Crafts

Organize

Kids

Mess

MAY

JUN

AUG

NOV

MAR

Help

“Kid Cleaning” trends consistently throughout the year, experiencing a spike during spring cleaning season in February and March.

Indoor

Simple

Painting

DIY

Storage

Bedrooms

Fun Clean Up Games

Kids Cleaning Kits

Messy Craft Hacks

28 | Clorox Trend Outlook

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Pet Routine EVERGREEN PET TREND:

Brands to Feature: Clorox Pet

TOP RELATED KEYWORDS:

It’s not secret that shoppers love their four-legged friends. Whether you prefer dogs, cats, or something else entirely, Pet Routines is an evergreen trend that is sure to capture audiences’ attentions. Combined with Clorox Pet products, this data-driven topic is ideal for creative content ideas like pet clean-up routines, printable pet supply lists, and easy tips for first-time pet owners.

Clean

Home

Activities

Planning

Kids

Organized

MAY

JUN

AUG

NOV

MAR

Treats

“Pet Routine” trends consistently throughout the year, experiencing a spike during early March for spring cleaning season.

Training

Declutter

Pets

Calendars

Focus

Basics

Preparing for Pet Adoption Organizing for Pet Clean Ups

Daily Training Checklist

30 | Clorox Trend Outlook

Powered by Muse | 31

After-School Sports EVERGREEN KIDS & PARENT ING TREND

Brands to Feature: Brita

TOP RELATED KEYWORDS:

With basketball in the winter, baseball in the spring, and all of the other activities that happen year round, After-School Sports is one evergreen trend that shoppers are always on the lookout for. Use Brita to help create inspired content like the ultimate snacks for after-school sports (a refreshing drink is key) or busy mom hacks complete with an at-home beverage station.

Bag

Healthy

Essentials

Kid

Snacks

Quick

MAY

JUN

AUG

NOV

MAR

Hacks

“After-School Sports” have grown in popularity year over year, remaining consistently popular throughout the different seasons.

Practice

Sports Drink

Freeze

Protein

Organize

Fitness

Ultimate After-School Snacks

Sports Bag Essentials

Busy Mom Hacks

32 | Clorox Trend Outlook

Powered by Muse | 33

Meal Prep EVERGREEN FOOD & DR INK TREND

Brands to Feature: Glad

TOP RELATED KEYWORDS:

Meal Prep is one data-droven trend that’s never going out of style. Easy to update with fresh, seasonal ingre- dients or new health-conscious diet trends, this topic is perfect for Glad Food Storage Container. Inspire shoppers with creative content ideas like freezer-friendly meal prep, meal prep for families, or meal prep ideas that fit into busy weekly routines.

Bowls

Chicken

Make-Ahead

Recipes

Freezer

Week

MAY

JUN

AUG

NOV

MAR

Healthy

While “Meal Prep remains popular year round, it does spike on September 14 for back-to-school season and January 6 during new year’s resolutions.

Simple

Weeknight Dinner

Family

Containers

Ingredients

Planning

Freezer-Friendly Meal Prep

Weekly Routine

Family Meal Prep

34 | Clorox Trend Outlook

Powered by Muse | 35

CLOROX TREND OUTLOOK Brandables Examples

Throughout 2018 and into 2019, the Clorox brand found plenty of ways to win with influencer marketing. Whether it was using branded photography and an authentic influencer voice to break through the clutter of the holiday season or using Muse trends to inspire consumers to reach for Clorox in their everyday routines, Ahalogy covered it all. The following include some of our favorite Brandables that were published throughout the year. Each one was created by hand-selected Ahalogy Partners—a network made up of 10,000+ talented influencers, photographers, and top-notch content creators.

36 | Game Day with Frito Lay

with Brita & Walmart STAYING HYDRATED

In Collaboration with: Xoxo Bella

Drinking enough water during the day can be a real struggle, as Xoxo Bella knows all too well. She partnered with Brita and Walmart during their Q3 2018 campaign to inspire readers with easy hydration hacks for everyday sipping. Highlighting the fun pop of color that Brita adds to her decor and its environmentally conscious sustain- ability, Xoxo Bella makes the case for why drinking more water should be at the top of every consumer’s to-do list.

TREND-INSP I RED CONTENT

Hack s

Hea l t hy Li f e s t y l e

Da i l y Rout i ne

38 | Clorox Trend Outlook

with Glad & Target BROWN BUTTER CINNAMON ROL LS

In Collaboration with: Confessions of a Baking Queen

Is there anything more delicious than waking up to the smell of freshly baked cinnamon rolls in the morning? Confessions of a Baking Queen doesn’t seem to think so! She partnered with Glad and Target for this Q1 2019 campaign to show readers why Glad Press’n Seal is a key component in her make-ahead pastry recipe. Time-saving kitchen tips meet homemade treats topped with a brown butter cream cheese icing? Sign us up!

TREND-INSP I RED CONTENT

Brown But t e r

Mak e -Ahead

Brunch Re c i pe s

40 | Clorox Trend Outlook

with Glad & Target 4 PARTY HACKS

In Collaboration with: A Subtle Revelry

Hanging out with friends is always a blast. All of the little to-do tasks that go into hosting a party? Not so much. Luckily, A Subtle Revelry teamed up with Glad and Target during Q1 2019 to make at-home entertaining a breeze. Building off of top party trends like Entertaining Hacks, Balloon Drop, and DIY Party Favors, A Subtle Revelry showed consumers why Glad Press’n Seal should always be #1 on their party prep shopping list.

TREND-INSP I RED CONTENT

Ent e r t a i n i ng Hack s

Ba l l oon Drop

DIY Par t y Favor s

42 | Clorox Trend Outlook

with Renew Life Probiotics BACK- TO- SCHOOL WEL LNESS

In Collaboration with: Simply Every

Back-to-school is the season of busy mornings, lunchbox ideas, and classroom supply lists. But did you know that it’s also the perfect time of year for establishing healthy family routines? Bringing family wellness top of mind in Q3 2018, Simply Every used easy tips and engaging product photography to show readers how Renew Life Probiotics helped her create an everyday wellness routine during the hustle and bustle of back to school.

TREND-INSP I RED CONTENT

Back t o Schoo l

Prob i o t i c s

Morn i ng We l l ne s s Rout i ne

44 | Clorox Trend Outlook

with Clorox & Target PREPP ING THE NURSERY

In Collaboration with: Sugar and Soul

When shoppers think “baby nursery,” stuffed animals, ador- able decor, and itsy-bitsy onesies immediately come to mind. In Q2 2018, Sugar & Soul worked with Clorox and Target to change all that with an often-overlooked (but no less import- ant!) aspect of prepping the nursery: cleaning! Before baby ever comes home, Sugar and Soul showed her readers how to use the Clorox Free & Clear line in every room of their home. Inspired by top Household trends, this Brandables post is a must-read for new parents and seasoned pros alike.

TREND-INSP I RED CONTENT

Ki d-Fr i e nd l y Cl ean Up

Nur s e ry Pr e p

Bl each-Fr e e Cl ean i ng

46 | Clorox Trend Outlook

with Clorox Pet Mess Wipes SPR ING CLEANING

In Collaboration with: Sugar and Soul

Every pet parent loves their fur-baby. But their messes? Not so much. Created in collaboration with Clorox and Walmart, Sugar & Soul s aved the day by combining the always-popular spring cleaning season with easy tips for making pet messes go bippidi-bobbidi-buh-bye. Published in Q2 2018, this Brandables example is the ultimate com- bination of beautifully branded content and helpful home hacks.

TREND-INSP I RED CONTENT

Bl each-Fr e e Cl ean i ng

Pe t Rout i ne

Spr i ng Cl ean i ng

48 | Clorox Trend Outlook

with Clorox & Walmart SPR ING CLEANING

In Collaboration with: Alice and Lois

Spring cleaning sounds great in theory, but deep cleaning an entire home can seem overwhelming to some consum- ers. That’s why Alice & Lois teamed up with Clorox and Walmart to break it down step by step using top House- hold trends like a Cleaning Checklist and an On-The-Go Cleaning Kit. See how this Q1 2018 campaign inspired audiences to make Clorox their go-to solution for spring cleaning season.

TREND-INSP I RED CONTENT

Spr i ng Cl ean i ng

Cl ean i ng Che ck l i s t

On- t he -Go Cl ean i ng Ki t

50 | Clorox Trend Outlook

with Clorox & Walmart CARRY-ON I TEMS YOU NEED WHEN TRAVEL ING WI TH A TODDLER

In Collaboration with: The Overwhelmed Mommy

Making spring break travel easier (and cleaner!) for every- one involved, The Overwhelmed Mommy used her list of Carry-On Items You Need While Traveling with a Toddler to show her readers why they needed to make room for Clorox Wipes on their packing lists. Created in collabora- tion with Clorox and Walmart in Q2 2018, this Brandables example builds off of data-driven trends like Packing Lists and Kid-Friendly Clean Up.

TREND-INSP I RED CONTENT

Spr i ng Break

Pack i ng Li s t s

Ki d-Fr i e nd l y Cl ean Up

52 | Clorox Trend Outlook

with Burt’s Bees & Target HOL IDAY GI FT ING

In Collaboration with: By Gabriella

Tis the season for holiday gift-giving inspiration! At least, it was when By Gabriella published this Q4 2018 Brand- ables post in partnership with Burt’s Bees and Target. Per- fect for gift exchanges, stocking stuffers, or as the ultimate addition to a self-care gift basket, By Gabriella showed audiences why Burt’s Bees products are a must-have part of their winter festivities. See how she used Muse trends and branded photography to break through the holiday season hustle and bustle.

TREND-INSP I RED CONTENT

Gi f t Exchang e

S t ock i ng S tu f f e r

Se l f -Care

54 | Clorox Trend Outlook

WHO WE ARE. . .

& What We’re All About

Ahalogy is a Quotient brand and the market leader in trend-driven influencer content and social media marketing. Brands and agencies tap into Ahalogy to reach new audiences and find new usage occasions based on their target consumers’ interests. The platform delivers proven ROI through category trend data, premium influencer content, and verified audience targeting. A Quotient brand that is located in Cincinnati, OH— the brand marketing capital of the world—Ahalo- gy’s clients include over 100 major brands, with a heavy focus in CPG and Retail.

Data-Driven Influencer Content POWERED BY MUSE Ahalogy Muse™ is an industry-first software platform to help lead- ing marketers identify and act on changing trends in their category. Powered by a network of 10,000+ premium content creators across the web, the tool is powered by influencer performance data. These same insights are leveraged in our Brandables solution as a guide for creative production.

MONICA MURPHY monica@ahalogy.com REGAN HENTZ rhentz@quotient.com Contact Us!

56 | Clorox Trend Outlook

CLOROX TREND OUTLOOK Appendix

A Bubbly Life, Party Hacks for Super Easy Fast Clean Up A Subtle Revelry, 4 Party Hacks with Glad Press and Seel Alice and Lois, Spring Cleaning Tips with Clorox By Gabriella, Holiday Gifting with Burt’s Bees & Target Confessions of a Baking Queen, Brown Butter Cinnamon Rolls Fun Squared, Tailgate Party: Fun Football-Themed Party

Lily the Wandering Gypsy, Making Game Day Cleanup a Breeze Simply Every, Back-to-School Wellness & Benefits of Probiotics Sugar and Soul, Prepping the Nursery Sugar and Soul, Spring Cleaning with Clorox Pet Mess Cleaning Wipes The Overwhelmed Mommy, Carry-On Items You Need While Travelling with a Toddler Xoxo Bella, Staying Hydrated with Brita and Walmart

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