The Laundress

Refreshing a Brand Using Out of Home Media

Objective

The Laundress, an eco-friendly portfolio of luxurious cleaning products wanted to increase awareness, refresh the brand and reach new audiences over the course of a year and drive traffic to their store in SoHo, their web-site and other physical retailers that sold their products.

Activation

PJX helped develop audience layers consisting of four carefully crafted personas: Fashionistas W25 -35 years old who live in cities, are decision makers and curious / up-to-date on the latest fashion/beauty trends, Masters of the House who are slightly older (between 35 - 55), and tended to be more suburban who spends $ on value products they pegged as ‘safer’ or ‘easier’ to use for the family’s convenience, Eco Stars between 30 and 50 years old who were both urban and suburban dwellers willing to spend more on organic or toxic-free products and Golden Oldies an over 55 year old, suburban resident who was retired and spends time / appreciates keeping their home and clothes in pristine shape. PJX reviewed hyperlocal placements with high concentrations of each persona ultimately selecting a combination of mass reach formats at different weighted intervals to provide a steady presence throughout the course of the year and to provide frequency and reach against all four targets. Static OOH focused on Fashionistas and Eco Stars were deployed throughout the year in heavily frequented environments / key pockets near retailers and the Laundress’ own shop in Soho. Media was scheduled at saturation levels during February launch and kicked off with digital placements running during key moments at high SOV weight levels. A base level of subway car cards delivered frequency and reach and to date has surpassed the reach benchmark set at the campaign’s onset.

Results

Impressions delivered tracked at 25% above plan excluding an additional bonus street mural placement secured at the last moment which showcased “overage” materials.