The brief from Pleats Dry Cleaning was to get attention in a very cluttered industry, to be known for an extreme level of customer service that is unexpected in the category, and to project an image that is both modern and technologically savvy.

In order to grab attention for the unusual level of attention to customers’ dry cleaning and laundry needs, we created a series of faux 1950s tabloid covers with the masthead “Dirty Laundry” as a fun way to highlight certain customer “types” and what their requirements are. Both on the website and in the store, new customers would then have the opportunity to build their own profiles, and thus start to build their own relationship with Pleats.

Since the “Dirty Laundry” campaign hit the market, online profile enrollments have increased from 4 in 2 years to 3 per month. The fun personality of the campaign also led Pleats to open a Facebook page where fans have been joining each week (17 in 4 weeks).

Our clients have also told us that the campaign has broadened their appeal, put forth a technology-forward image, and has changed customers’ perception of what they can expect from their dry cleaner.