Mumbai: Urban Company has collaborated with Meta to jointly develop a series of films promoting its weekly bathroom cleaning service.
Recognising that consumers want content, not just ads, Urban Company designed this campaign to create videos on Meta where consumers frequently come to engage. Leveraging Meta’s geo-targeting capability with day parting (serving ads only at certain hours of the day) and look-alike modeling, the initiative aims to build a scalable, high-cost efficiency go-to-market strategy.
The films features two Meta-first films that reimagine the classic concept of uninvited guests as bathroom critics. Urban Company aims to tap into more urban consumers who over-index on regular, timely, and professional cleaning services.
Rahul Teotia, VP marketing Urban Company said, “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, financial services, Media, Travel and Real Estate (India), Meta, “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 that build 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 along with Urban Company to create a campaign that builds on the key strengths of our platforms to drive delight for their customers and deliver performance for their business.”
Further, Urban Company roped in Nash8, a creative agency specialising in Meta-first creatives, to deploy these videos. Nasheet Shadani, Founder & Creative Head, 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 weekly bathroom cleaning service, launched recently, offers a subscription priced at Rs. 599 per month for four services per bathroom. Consumers can choose between different cleaning plan frequencies: once a week or once every two weeks.
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