Campaign: Merry Maids
TL;DR (a 3 sentence summary)
We were asked to create an awareness campaign for Merry Maids. When it comes to cleaning, things only get satisfyingly clean when they are cleaned well, but that takes time. There’s a certain magic that is felt when you walk into your clean home that you didn’t have to clean yourself and our creative captures that feeling with whimsy and delight.
Young professionals don’t use cleaning services because:
Many cleaning services rely on traditional awareness methods, like neighborhood bulletin boards
The advent of spot cleaning products has helped people clean up smaller messes along the way
There is a somewhat outdated notion of “maids” or “maid services”
Young professionals know that cleaning services can better their lives and associate those benefits with Merry Maids.
A house only gets satisfyingly clean when it's cleaned well, but that takes time that people don’t want to spend cleaning.
Single/unmarried, younger adults ages 22-35 living in mid-to-large cities.
They are moving to cities and living in smaller spaces with roommates and pets
They are building careers and have some discretionary income to spend on the little leisures that help make them feel like they are adulting correctly
They may or may not have had a cleaning service growing up, but they’ve likely never considered they could have one now
The cleaning industry has long focused on larger households with children and pets, but now that there are more single/unmarried adults without children, we should consider the needs and motivations of adults living in “non-traditional” circumstances.
The magic of a clean home you didn’t have to clean yourself.
Coming home to a clean house is a magical feeling.
Especially when you didn’t have to lift a finger to get it that way.
But though it feels like magic, it’s really Merry Maids.
That’s the magic of Merry Maids
Clean OOH Activations
Tiny instances of magical cleanliness would pop up all over the country’s dirtiest cities like NYC and LA.
A ridiculously clean Porta Potty, sponsored by Merry Maids, would miraculously appear at music festivals all over the country.
The convenience of an app makes the booking experience even more magical.
Should you clean today? There’s one way to find out. Get your tarot reading at shouldicleantoday.com, our fully functional (coded by hand!) micro-site. Spoiler alert: all signs point to no, of course - Merry Maids should do it for you.
Hannah Barr - Strategist
Lauren Acampora - Art Director & shouldicleantoday.com coder
Sean Johnson - Copywriter