Putting brand positioning into action, the brand messaging and assets needed to reflect it's unique value proposition. The Dropps message was delivered in a tone that reflected an Outlaw archetype with an Everyman sensibility. Their message was that big cleaning brands had a dirty little secret—they were getting away with pushing poor value, stupidly complicated products that can harm us and poison the planet.

And this message was delivered by none other than Jonathan Propper, founder and CEO, who was willing to strip down naked to deliver this "Naked Truth" about cleaning products. This ad, has been our top performing ad since it was released.

Dropps vision to reinvent to reinvent/remake cleaning for good showed up in their relentless focus is on what actually works, what’s easy to use, and then eliminating all the rubbish you don’t need and shouldn’t pay for. Their products worked in harmony with nature to deliver high performance but are also sustainable, accessible, and make your life simpler.

Their brand assets had to reflect this point of view—living clean, living green, eliminating waste, and leaving no trace.

The brand needed a toolbox of core assets that went beyond the visual identity and uniquely communicated our brand what it stood for. One particular brand equity or asset cannot say everything that could ever be be said about Dropps. Instead, each encapsulates a singular aspect of the Dropps brand power, and tells a specific part the brand story. They work in concert as a modular system that can be assembled as appropriate by product, channel, and consumer.

Consumers have a general perception that sustainable cleaning brands do not work as well as conventional brands. We wanted to understand the primary barriers behind this perception and what it would take for someone to switch to a more eco-friendly option. When asked if they would switch from their current brand to a more eco-friendly option at the same price, here is what we discovered about their most important considerations:

Efficacy and physical retail availability are top switch considerations, followed by better for the environment.

Laundry switching demonstrates higher preference for format, good for skin ingredients, and better fragrance

When it comes to dishes and laundry effectiveness is paramount, And how did Dropps stack up? While the brand did very well on communicating eco-friendliness, we needed to do better on efficacy. Because of this, we prioritized creating assets and content demonstrating that in fact, Dropps products got the job done via tried-and-true cleaning demos.

But we also found that too much of our ad spend was being used to test creative in retargeting. Instead, it was better to test creative in prospecting as retargeting is a relatively small audience where you have a limited pool of people to reach. We shifted closer to 70% of our spend to propecting and tested creative, trying to find the secret sauce to what made "Naked Truth" so successful. Some stayed closer to the original format, where others were pieces of content that picked up traction on social channels, or were made by partner influencers who delivered their own version of the "Naked Truth" message.

BELONG

Dish and laundry care are low-interest categories, as evidenced data points such as 85% agreeing with the statement "consistent results keep me coming back to my tried-and-tested cleaning products". However, there is an opportunity to build brand love that will enable the brand to turn buyers into advocates. As we create content that deliver on the value proposition and brand values, our goals is to develop develop a richer emotional territory to win on for longer-term brand building.

For that, we need to dive deeper into what emotional benefits can Dropps drive. Emotional benefits will ultimately be the main driver of consumer choice in the longer term.

House Proud and Innovators resonate with the sentiment of feeling like a brand they are buying into will in the end, make them feel safe and protected. Dropps can deliver that in helping to get the job done and relieve some anxiety of their never-ending household chores. Our testing also showed that when all respondents were presented with a product concept that ensured "all the cleaning power" but formulated to be "better for you, ypur family, and the planet" with bio-based ingredients and eco-friendly packaging" Eco Naturals and Innovators were most drawn to this concept.

Our brand ladder then builds off of some tangible product features like plant-powered ingredients and cardboard packaging to help consumers feel empowered and reassured.

We needed to demonstrate to people that when you bought into Dropps, not only were you getting cleaning products that were effective and cleaning and eco-friendly to the planet, but you were aligning yourself to a company that believed in the same values as you. This has the added benefit of:

Making other marketing vehicles more effective, memorable, and meaningful

Getting more people to see the content

Allowing us learning opportunities to optimize what content is more effective

We approached content with an "inside-out" marketing approach where our content just reflected the values we believed in. We also wanted to talk about clean as not just a chore that needed to get done, but a how you did it reflected a choice in a lifestyle. This was reflected in how the products could be integrated naturally in people's lives, and allowed us to build relationships with influencers that align to the same values