WHAT WE DID
Ecoegg is a company that creates eco-friendly cleaning and laundry solutions. Their key product, the ecoegg Laundry Egg, is a unique and innovative washing solution that cleans clothes through tourmaline pellets encased in a refillable egg.
Life in 2022 has been challenging for many. Negotiating work from home in a post-pandemic world has left us feeling overwhelmed, exhausted, and guilty with trying to balance everything. Meanwhile, the world is heating up – and the impact of our actions on future generations is worrying us. So, we try our hardest to do our best for both the planet and our families. For ecoegg, the marketing challenge was to reach out to parents – who try their best to run an efficient household – to consider ecoegg as a solution for all their laundry needs.
Laundry has always been a relatively thankless task – it gets done, but many times, it goes underappreciated in households. This insight led us to an idea: even though your family might not thank you, when you use an ecoegg Laundry Egg, nature will always thank you for using an eco-friendly laundry solution.
“Nature will thank you” became our campaign platform, and we created a bespoke red squirrel puppet to become the face of this movement. This squirrel featured front and centre in our 30 second digital spot, popping out to “thank” the person using the ecoegg – to their surprise and delight. The 30 second spot ran across YouTube for 6 weeks, with a retargeting campaign across social and programmatic that drove prospective buyers to the ecoegg site.
Total campaign unique reach
Increase in ecoegg's share of voice
3-fold increase in email sign ups during the campaign
Boldspace worked closely with us to ensure the strategy of our creative campaign aligned closely with our brand values and objectives. We loved all the creative ideas initially presented, but the favoured (and chosen) campaign tapped into an emotional truth as well as communicated the environmental benefits of our product …. and had a bit of humour rolled into it! The 6-week integrated YouTube campaign drove a 134% increase in traffic to our website, allowing us to retarget for further continued sales.
LIS WHALLEY-SMITH, HEAD OF BRAND AND MARKETING AT ECOEGG