How Spring Cleaning Unfolded Across Retail Media in April

Lysol Cleaned Up on Retail Media This Spring

As spring cleaning routines picked up in April, competition among household cleaning brands intensified. Lysol emerged as the category’s clear leader on retail media, earning 4x more impressions than the next closest brand, Clorox. Lysol’s activity was led by a seasonal, multi-product campaign showcasing their range of wipes, sprays, and sanitizers. While Lysol was active on seven different retail media networks (RMNs), 92% of their April impressions ran at Target, where a Facebook campaign promoted a “Spring Ready House.”

Cleaning Brands Diversified Their Activity Across Retailers

Most top household cleaning brands partnered with multiple retailers in April, often tailoring their messaging to fit each retail partner. Clorox prioritized Amazon, where OnSite Display ads focused on driving conversion while site visitors were actively shopping. Pledge leaned heavily into Lowe’s, where a “Weekly Deal” featured Pledge products at 20% off. At Walmart, Mr. Clean was the category’s top advertiser with a festive Facebook video campaign for their “Spring Clean Collection.”

Facebook Was a Top Channel for Many Leading Brands

While channel strategies varied across advertisers, Facebook stood out as a priority for three of the four top brands. Lysol led all competitors on Facebook with 42M impressions, driven by their spring cleaning campaign at Target. Across the category, the majority of OnSite Display impressions ran at Amazon, where brands used an “Add to Cart” function to drive sales. Resolve stood out with a YouTube campaign promoting mobile shopping at Walmart with 2-hour pickup & delivery. These examples reflect how brands tailored their channel mix to match their goals, from seasonal awareness messaging to lower-funnel performance.

Creative Messaging Reflected Each Retailer’s Positioning

Messaging around spring cleaning came to life differently at each retailer. Walmart encouraged shoppers to “Make Spring Cleaning a Breeze” through a seasonal campaign featuring spring cleaning essentials. At The Home Depot, an OffSite Display campaign positioned the home improvement retailer as “Your Cleaning Destination.” CVS leaned into health and wellness, with a message of “Stay Ready for Spring with Powerful Support from CVS.” These creative approaches reflected each retailer’s unique positioning and helped reinforce their role in seasonal routines.

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