Church & Dwight is an American household product manufacturer best known for its Arm & Hammer product line, along with other brands such as Nair, Water Pik, and Oxiclean. Some of its products include baking soda, toothpaste, household cleaners, and cat litter. Church & Dwight partnered with 3 tier logic to launch their regional ‘National Pet Month’ user-generated content promotion, exclusive to consumers in Arkansas and Arm & Hammer SLIDE™ Easy Clean-Up Clumping Litter.

Program Objectives

• Drive product purchasing

• Create brand awareness

• Nurture brand loyalty

• Collect customer data

Strategy

3 tier logic used PLATFORM³ to create a microsite for Church & Dwight’s ‘National Pet Month’ user-generated content promotion, leveraging the following modules:

• Contests and Promotions

• Purchase Receipt Validation

• Social Sharing

• Data Capture & Analytics

When consumers purchase ARM & HAMMER™ SLIDE™ Easy Clean-Up Clumping Litter in one transaction from participating Walmart retailers, they are eligible to participate in the ‘National Pet Month’ promotion. Through the Purchase Receipt Validation technology on PLATFORM³, customers can validate their purchase by registering and uploading a picture of their receipt to the promotion microsite. Once validated, a donation was made to Purr Catfé, a local cat café in Arkansas. Consumers then received an email with a link to share a photo of their cat on Facebook and Twitter. Facebook and Twitter users were given the chance to vote on their favorite cat. At the end of the promotion, a winner was chosen to win a year’s supply of cat litter.

Using PLATFORM³, Church & Dwight was able to capture valuable information about their consumers’ shopping behavior throughout the duration of the promotion. The Data Capture & Analytics module provides real-time insights into users’ microsite activity. Church & Dwight is able to use this data to make informed strategic decisions and continue driving engagement and sales.