Urban Company uses Meta for hyperlocal marketing of weekly cleaning subscriptions

Taking its creative storytelling to the next level, Urban Company is excited to announce a collaboration with Meta to jointly develop a series of films promoting its weekly bathroom cleaning service. These films are crafted to align with Meta's platform capabilities and Urban Company's brand message, ensuring a cohesive and impactful marketing campaign.

Urban Company recognizes that consumers crave engaging content rather than traditional advertisements. To meet this demand, the company designed a campaign to produce captivating videos on Meta, a platform where consumers frequently engage. By leveraging Meta's advanced geo-targeting capabilities, day parting (serving ads only at certain hours of the day), and look-alike modeling, Urban Company has devised a scalable and cost-efficient go-to-market strategy.

The campaign features two Meta-first films that reimagine the classic scenario of uninvited guests as bathroom critics, adding a surprising twist to this timeless concept. Urban Company aims to connect with urban consumers who highly value regular, timely, and professional cleaning services.

Rahul Teotia, Vice President of Marketing at Urban Company, expressed his enthusiasm for the collaboration, stating, “We are thrilled to collaborate with Meta on this innovative campaign for our Weekly Bathroom Cleaning Service. This partnership allows us to leverage Meta’s cutting-edge platform capabilities to create engaging and impactful content. By focusing on Meta-first creatives, we can better connect with our audience in a way that feels natural and entertaining. This campaign represents a significant step in our digital brand journey, and we are excited to see the positive impact it will have on our brand awareness and customer engagement.”

Shweta Bajpai, Director of Financial Services, Media, Travel, and Real Estate (India) at Meta, added, “People are naturally in discovery mode when they come on our platforms, and they are looking to be entertained even while consuming brand messages. We’ve consistently noticed that brand campaigns with mobile-first creatives built for our platforms perform better across both brand and performance metrics. Additionally, brands can use hyper-local targeting across our platforms to reach their customers accurately. We’re thrilled to work with Urban Company to create a campaign that leverages the key strengths of our platforms to delight their customers and drive business performance.”

To bring this vision to life, Urban Company enlisted Nash8, a creative agency specializing in Meta-first creatives, to deploy the videos. Nasheet Shadani, Founder and Creative Head of Nash8, remarked, “We’re excited to partner with Urban Company on their digital brand journey and launch this mobile-first campaign. People don’t scroll through feeds or Reels to see ads; they’re mostly there for entertainment. The challenge for brands is to create content that feels native to the platform rather than appearing intrusive. Therefore, we aimed to design ads that blend seamlessly with content while quickly delivering the brand message in an attention-grabbing way.”

The newly launched weekly bathroom cleaning service offers a value-for-money subscription priced at Rs. 599 per month for four services per bathroom. Consumers can choose between different cleaning frequencies: once a week or once every two weeks.