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Introduction
- Urban Company wanted to create awareness of its disinfection services during the pandemic hit, build brand RTBs and strengthen brand advocacy.
- They used an insight-based community marketing approach to drive conversations around the benefits of disinfecting houses by engaging with 2.4 Million+ women across 51 women-led communities.
- The brand achieved 6K+ brand mentions, 6.5K+UGCs, and 250+ app installs.
About Urban Company
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’s Objectives
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.”
Community Marketing Strategy
1. Identifying the best communities for Community Marketing
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.
Campaign Structure
2. Analysing consumer insights from real conversations
To drive the campaign, we analyzed the existing conversations in the above communities and observed that:
- Members were concerned about the possibility of another covid wave.
- Members shared the precautions they were taking in homes ahead of time to limit surface contamination from airborne particles or from touching surfaces with contaminated hands.
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.
3. Community Marketing campaign idea
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.
Solution types
Static Posts
Carousel Images
Videos of usage
The Big Beautiful Highlights
- Despite the niche category and reducing conversations in the disinfection space, the campaign created highly relevant and engaging category conversations from 10k to 16K in just three weeks.
- The brand received 6K+ brand mentions, of which 9% were directly linked to trial intent.
- The campaign successfully generated 6.5K+ UGCs for the brand, and 250+ app installs.
- The brand share of voice settled at 84%, and it received a strong association with attributes like Safe and Disinfect.
Top Performing Communities 🥇
Real People Real Conversations 💬
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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