drop&go.

Year

2021

Industry

drop&go is the 1st and single on-demand laundry service app in Romania, which was launched in December 2019. The app can be found on Google Play, App Store, and Huawei AppGallery as well.

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Year

2021

Industry

Services

Challenge

As with any new product/service, the initial challenge is to get it known to its core audience. However, in this particular case, there was the added task of changing consumer behavior.

For so many years laundry & dry cleaning were done in shopping centers as a drop off and pick up in a few days’ exchange from the same spot. Therefore, we had to find specific ways or pain points in order to change this already established behavior.

What we did

For the launch of Drop&Go, Romania’s first on-demand laundry service app, we developed and executed a multi-channel campaign to build awareness and reach the core audience over a period of three months.

We defined a bold yet approachable brand tone and rolled out a mix of digital and traditional media, including OOH advertising in Bucharest, online campaigns through Google Ads and social media, and extensive PR coverage with mentions on major TV channels and in over 35 press outlets, supported by Caracteristic PR.

We focused on growing the community through Facebook, Instagram, YouTube, and LinkedIn, tailoring content to both B2C and B2B audiences.

Post-launch, we refined the user experience with a complete UX/UI redesign to improve the customer journey, followed by a dedicated radio campaign to promote the updated version.

To maintain momentum and strengthen brand positioning, we collaborated with key influencers such as Dorian Popa and Codin Maticiuc, established strategic business partnerships, and expanded the service with new cleaning categories like sneakers and carpets, ensuring the brand evolved in line with user needs and market opportunities.

Results

In the over 18 months in which we ran the marketing and communication for drop&go there have certainly been more action and elements that came into play when trying to achieve the set goals than mentioned before, but let’s wrap it up with some of the main things we achieved.

With over 35 million digital ad displays and 2.5 million video views, we managed to have a consistent reach and awareness of the service and brand.

One of the most unexpected rewards was in February 2020, when drop&go was the number 1 business app on the Google Play store.

Going back to our initial challange, we launched the first campaign that was spread accross multiple communication channels. It took over 3 months in order to reach the core audience.

Identifying the key target segments, we decided the tone of voice and look of the brand should be a bold, yet familiar one, that focuses on helping out while interacting in a friendly manner.

In order to have as many touch points with potential clients, we have created and ran digital campaigns as well through tools like Google Ads or Social Media Ads.

Another key player, has been content creation for Social Media, through which we made sure to communicate the brand’s key differentioators and form a small community around the app.