Client:
DryAway
We helped turn DryAway from a local business into a global household necessity.
DryAway is an innovative laundry solution company that revolutionizes the way people dry their clothes. Founded by Jim Lutz, an engineer turned inventor, DryAway offers a patented eco-friendly drying system that keeps laundry out of sight and out of the way.
Challenge:
After 15 years of having a great product, DryAway faced challenges in achieving consistent customer engagement and conversion through its old school marketing efforts. Print, static banner ads and other poor marketing campaigns burned budgets with offering little upside. Despite offering a unique and eco-friendly product, the company had struggled to communicate its value to a broader audience effectively. That was about to change…
Our Approach:
As the product is a vertical drying rack, we leaned heavily into creating quick, engaging, vertical video reels of the product from dozens of laundry rooms in our area. We also updated the brand look by redesigning the website and all design pieces for print and digital while managing all social channels and paid campaigns. Within a few months, several of our videos went viral; some of our own.. and some from other channels stealing our videos for their own use. After testing our video reel campaigns on Pinterest for a few months, we refined it with a gradual spend that yielded massive views, engagement and sales. After a few years, thousands of requests flooded our inboxes from influencers wanting to collaborate with our channels leading to many successful campaigns. With our refined and curated strategy, DryAway has now spread from a local, Wisconsin company to a globally recognized brand.
Results:
3 million monthy views on Pinterest
Over 27,000 followers with millions of views
2,000 subscribers in a single month
The Work:
Our first step was to modernize DryAway’s video content to better showcase their innovative laundry drying system. We updated the video format by incorporating sleek animations and high-quality visuals that clearly demonstrate the product’s functionality. We also refined the script to focus on key benefits and features, making it more concise and engaging. By simplifying the explanation of DryAway’s patented design and emphasizing its space-saving capabilities, we created a more compelling narrative. The new video style effectively highlights how DryAway solves common laundry room problems, showcasing clothes drying out of sight and out of the way. This updated approach resulted in increased viewer engagement and a better understanding of DryAway’s unique value proposition.
