From brief...

To big wins.

TaskRabbit

Brand Campaign: Do away with to-do

With the recent partnership between TaskRabbit and IKEA, TaskRabbit wanted to expand their reach, awareness and trial (invitations) among potential users.

The challenge: They lacked category and brand awareness, in an already large (and fragmented) market.

The target: The ‘positive planners’; millennial women who are independent multitaskers but overwhelmed by the amount of things on their ‘to-do’ list.

  • This was a pivotal moment for the company to define the category and build the brand.

    This led us to our creative platform: Do Away with To-Do.

    This concept helped consumers understand the place TaskRabbit was claiming, and was the building blocks for the brand; why TaskRabbit exists, and what they do best: Helping hundreds of thousands of people do away with their to-dos.

    No matter if it’s video, an ad in the subway, a radio spot — they all aim at selling the problem and directly tying TaskRabbit as the no-brainer, intuitive solution for it. 

    We built an integrated media plan by identifying audience behaviors, determining their media consumption, quantifying that audience and filtering that through specific DMAs TaskRabbit was after.

    • Custom content (BuzzFeed): Reached audience at a national level to reach consumers at the top of the funnel.

    • Programmatic, social & video: Created a prioritized geo approach focusing on markets that presented the most business opportunity.

    • OOH & Radio: In select markets to align with IKEA rollout dates.

  • The campaign exceeded expectations within the first three months:

    • Generated 18% YoY new user sign ups

    • 70% YoY increase in website traffic

    • Highest daily invitation volume in company history

    • Highest day for new user signups in fiscal year

  • My role was leading a 30+ person cross-functional team (media, social, strategy, creative, production) from big idea through reporting and optimization.

    • Creative production including hero videos scaled for programmatic and social.

    • Campaign key visual leveraged across internal and partner channels.

    • Branded content partnership with BuzzFeed including articles, quizzes and video.

    • Reporting cadence and executive communication strategy for board meetings.

Hero videos

Campaign Elements

  • Various wood and metal hardware components for furniture assembly, including metal brackets, screws, and plastic dowels on a wooden surface.

    Instagram

  • A flat lay of various plumbing tools and parts on a wooden surface, including a hacksaw, pipe wrench, copper pipes, brass fittings, a spool of wire, and a fire extinguisher, with an overlaid message about assembling, moving, and fixing things early.

    Pinterest

  • A framed photo of a grumpy-looking bulldog with a pink cup balanced on its head, set against a green background with the TaskRabbit logo and the phrase 'If you can't do it'.

    Facebook

  • Colorful graphic with the text 'What level of datable are you really?' surrounded by illustrations of a chair, laundry soap, fried egg in a pan, broken heart, and hearts.

    Branded Content

  • Green background with white text that reads 'Closet organizer still sitting in the closet?' and a row of cardboard boxes on a wooden surface, with TaskRabbit logo and slogan below.

    OOH

  • Advertisement for TaskRabbit with a green background, white text, and a bandaid over a blistered surface, encouraging hiring the right person for jobs.

    Programmatic