The Situation

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.

The Approach

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.