Laundry and dry-cleaning service app Cleanly was founded with the goal of creating a laundry revolution. With a focus on convenience, the app enables customers to easily schedule dirty clothing pick-ups and have their clothes returned to them fresh and folded 24 hours later. Currently available in New York, Washington, D.C., and San Francisco.
Lifestyle
- Head of Marketing & Growth
The Challenge
- With the core of the company built on the idea that users can leverage the power of their smartphone to do their laundry, it’s no surprise that Cleanly has been social media savvy from the start. However, they needed a way to increase their paid social performance and increase their brand awareness through UGC.
- With a deep understanding that video is powerful for driving consumer actions, Cleanly had been successfully working with social media influencers to create relatable, socially native content, but the company was looking for a platform that could help them scale this and amplify their brand voice through paid media.
- They wanted to continue sourcing social native UGC content, yet they also wanted an ad platform that could simplify the process, while at the same time producing high-reach, clickable, trackable, and measurable ads.
The Solution
Cleanly first used Insense to find a lot of high-quality creators that they could use to produce engaging UGC content for their ads. The brand then took this engaging content and used it in its paid advertising campaigns.
Cleanly recognized that one of the features of the Insense platform that sets it apart from others is its direct integration with Facebook Ads Manager. By leveraging this feature, the laundry app was able to take relevant videos shared by social media influencers, run them as whitelisted ads with custom targeting parameters from their Facebook Business Manager, and publish the content with high visibility.
Cleanly saw immediate, measurable results. Its Instagram campaign, which included Stories ads that published Boomerang videos of influencers unzipping their garment bags of fresh dry cleaning that was serviced by Cleanly, as well as Instagram Ads that featured authentic promotions of the service, drove a 2.3X lower CPM than similar campaigns that the brand had done using traditional creative assets. It also resulted in a 2.1X higher CTR and a 1.86X lower CPC than similar ad campaigns that Cleanly had executed in the past.
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