Urban Company is Asia’s largest online home services platform. The platform helps consumers book reliable and efficient services in the space of beauty treatments, home cleaning, home disinfection, pest control and more - delivered by trained professionals conveniently at home. When the pandemic hit, Urban Company started home disinfection services to provide people with the comfort of safeguarding their homes against the deadly virus.
Urban Company believed communities were the powerhouses that could help them disseminate the correct information and drive organic word of mouth and trusted advocacy via community members. They wanted members to choose disinfection services for their homes during the pandemic and beyond.
“Urban Company wanted to create awareness of its disinfection services during the pandemic hit, build brand RTBs and strengthen brand advocacy.”
Urban Company took an insight-based Community Marketing solution to create conversations around the benefits of disinfecting homes while strengthening the brand positioning. With women being the primary influencers and key decision makers, the brand engaged with 51 women-led communities with 2.4 MN+ members.
To drive the campaign, we analyzed the existing conversations in the above communities and observed that:
Based on the existing conversations we observed, we aimed at driving the right conversations around the need for disinfection while subtly building in use case testimonials for Urban Company’s Home Disinfection services.
We executed a single-phase campaign which focused on generating organic word of mouth for the disinfection services provided by the brand. This was initiated by admins sharing how they ensure that their homes are disinfected and germ-free. They encouraged members to share their ways. Following the discussion, the admins introduced the Urban Company disinfection services and their benefits. They highlighted the importance of disinfecting homes, USPs of taking services from Urban Company, and the benefits they have witnessed. They also encouraged members to try out the services and share their thoughts. They shared their experience with pictures which further brought trust and prompted members to try it.
Videos of usage
Admins showcased Urban Company’s Home Disinfection service by providing use case testimonials with strong images of actually taking the service.
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