DOWNY


Segmentation Study

TASK

Run a segmentation study on laundry doers. See if there are any new unique segments.

2 KEY SEGMENTS

1. Wear-through-the-closet women: who wear through their entire wardrobe before doing laundry.
2. Sniff-their-socks men: who will rewear dirty clothes until they disgust even themselves.

OPPORTUNITY

Despite their differences, both of these segments want to get away without doing their laundry for as long as possible. With Downy Wrinkle Releaser, these laundry procrastinators get to put off laundry for one more day. Go and enjoy the day you won back.

Task

Find a meaningful segment of laundry users for Downy Wrinkle Releaser.

We were tasked with running a segmentation study
to find a new potential target for Downy Wrinkle Releaser.
We found two interesting segments of laundry doers.
Both put off doing laundry for as long as possible, but for very different reasons.

Segment 1

Wear-through-the-wardrobe women

This segment, majority of whom are female, wear through their
entire wardrobe before even thinking about doing laundry. And they have a lot of clothes.
How many? Enough to only have to do laundry about once a month.
It's a matter of maximizing outfit options. Once they run out of outfit options,
it is finally time to do ALL their laundry at the same time.

Segment 2

Sniff-the-socks men

This segment, majority of whom are men, refuse to do laundry days after
their hamper starts overflowing. Mainly because they don't mind re-wearing clothes,
then re-re-wearing clothes. It is only once they have run out of an essential that
they will finally do laundry. Do those socks smell? Is that t-shirt wrinkled?
Maybe? Fine, I'll get my quarters.

Opportunity

Despite their differences, both could benefit from Downy Wrinkle Releaser.

While both segments put off doing laundry for very different reasons,
they both have the desire to put off laundry as long as possible.
With Downy Wrinkle Releaser they may not be able to put laundry off forever,
but with a few sprays and a stretch, both types of laundry doers could have
one more day free from the pains of doing laundry.

STRATEGY

Downy Wrinkle Releaser brings clothes back from the dead for one more day.
Laundry procrastinators, go and enjoy the day you won back.


Team