The campaign is designed to resonate with consumers who seek engaging content, not just advertisements. By utilizing Meta’s geo-targeting capability, day parting feature, and look-alike modeling, Urban Company is crafting a scalable and cost-efficient go-to-market strategy that promises to make waves in the digital space.
The highlight of the campaign is two Meta-first films that cleverly reinvent the age-old trope of uninvited guests critiquing one’s bathroom. This unexpected twist breathes new life into a familiar narrative, making it relatable and humorous for today’s audience. Urban Company’s goal is to connect with urban consumers who prioritize regular, timely, and professional cleaning services. By presenting this classic concept through a modern lens, the films are set to capture the attention of viewers and leave a lasting impression.
Rahul Teotia, Vice President of Marketing at Urban Company, expresses his enthusiasm for this innovative partnership with Meta. He believes that this campaign will harness the power of Meta’s cutting-edge platform to deliver content that not only engages but also entertains the audience in an authentic way. This approach aligns with Urban Company’s mission to create meaningful connections with its customers through digital content that feels natural and enjoyable. The campaign signifies a pivotal moment in Urban Company’s digital brand journey, with high expectations for increased brand awareness and customer engagement.
Shweta Bajpai, Director at Meta, emphasizes the importance of creating mobile-first creatives that are optimized for their platforms. She points out that when consumers visit Meta platforms, they are in discovery mode and looking for entertainment—even in brand messages. Campaigns that embrace this mindset tend to perform better across various metrics. With hyper-local targeting capabilities, brands like Urban Company can accurately reach their target customers, driving both delight and performance.
Nash8, a creative agency specializing in Meta-first creatives, has been roped in to bring these videos to life. Nasheet Shadani, founder and creative head of Nash8, discusses the challenge brands face in creating content that seamlessly integrates into users’ feeds without feeling intrusive. The agency aims to design ads that blend effortlessly with other content on the platform while delivering the brand message in a captivating manner.
The recently launched weekly bathroom cleaning service by Urban Company offers an affordable subscription priced at Rs. 599 per month for four services per bathroom. This service provides consumers with flexible cleaning plan options—either once a week or once every two weeks—catering to their specific needs and ensuring their bathrooms remain pristine.
Also Read: DAAWAT from LT Foods Celebrates Biryani Day with a Special AI Campaign
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