Spring cleaning is a chore most homeowners would rather avoid. Research confirmed what many already feel at the end of a long winter—the urge to stay on the couch far outweighs the motivation to tackle a to-do list. We turned that insight into a creative platform, using hibernating animals as a relatable metaphor for the homeowner mindset, and positioning our services as the nudge they needed to finally get moving.
The campaign spanned key categories including junk removal, cleaning, and landscaping, and launched as a fully integrated, multi-channel effort across paid and organic social (including Nextdoor), lifecycle marketing via email and rich push notifications, and an SEO component. I led creative direction end-to-end—concepting, scripting, and overseeing production. All video, static, and voiceover assets were produced using AI, specifically RunwayML, augmented with stock imagery, allowing us to move quickly without sacrificing quality.
The results exceeded expectations across the board. The campaign generated 60.2M+ impressions, more than double the original goal, and surpassed revenue targets. The lifecycle component alone drove 92.9K sessions and 1.6K service requests, both above benchmark. Perhaps most telling: we ran fewer activations than the prior year’s comparable campaign and still came out ahead on revenue—a clear signal that the creative and targeting were working harder.
