DryAway
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.
