hola hola prueba

1. day by day – play by play
consumer journey and analysis

2. the organization cycle
Lego
Explosion
What to
wear to
work?
Nightly Dinner
Weekly Build Up Back to the Start
Cleanup
Playing Dress Up
Laundry Pile Up
=> Weekend Organization Catch Up

3. pain points, touch points and product solutions
PAIN POINTS
Organization and
cleaning feel like a never-ending
cycle with little
sense of completion
TOUCH POINTS
Evening
Pinterest
TV spots
Digital
SOLUTIONS
Measure success in
time saved and
family members
engaged. To do this
mom needs products
that
*Help her organize
incrementally
*Help her family
organize incrementally
*Fit her definition of
“clean”

4. product solutions must be diverse enough to meet differential
preferences for mom…and her support crew
A weekend
cleaner is not a
weakened
cleaner.
The Clean Spectrum.
“If it’s not a
right angle,
It’s a wrong
angle.”
“Clean is just
clutter in
disguise.”
Reaching out to mom with a humorous and customizable definition of clean
creates self-identification and connection, which increases engagement when
making product decisions.
Making a psychographic connection with mom is more important than making a
demographic one. Let her self-select and make sure to showcase ALL KINDS of
families for each type of cleaner. To meet variable financial needs, offer different
ranges of products that solve the same problem.

5. insight implication
Moms don’t want to be labeled any
more than their kids do
Let moms self-select their “cleaning identity”
while showcasing all different “types” of
families
Despite cleaning/organizing “types”,
moms are driven by family
connection
Leverage sentiment. Let her know we
understand how important “family time”
really is (and that less cleaning time means
more family time)
Moms are no longer aspiring to the
Martha Stewart model – instead it’s
about perfect imperfection.
Moms rely on multiple budgets to
make decisions: emotional, financial
and time.
Leverage humor. Moms want to feel
understood and , even, celebrated in their
imperfection. Engage her through laughter.
Deliver Actionable Solutions: Offer
product solutions that address a specific need
for the entire family.
CONSUMER SUMMARY

6. “clean is…”
(the engagement plan)

7. SAMPLE CAMPAIGN for The Container Store: Spot 1
CLEAN is relative
(we don’t judge)
“Do you add something to your to-do list just to cross it off? No, like,
do you add it AFTER you’ve done it?”
TV, email and digital outreach will feature one-question quizzes.

8. mom’s cleaning identity
Monica Gellar
-------------
Battle Cry: if it’s not a
right angle, it’s a wrong
angle!
Phoebe Bouffey
------------
Battle Cry: I make my
own rules. If it’s in a
pile, it’s not messy.
Rachel Green
-------------
Battle Cry: Clean is just
clutter in disguise.
Label makers
Drawer inserts
Color coded hangers
Hooks
Cubbies
Door-hangers
You can’t be
contained…but your
stuff can
Leverage humor and sentiment/nostalgia to engage mom in specific
solutions that meet her unique needs.

9. SAMPLE CAMPAIGN for The Container Store: Spot 2
CLEAN is a team sport
(Goodbye, Chore-wheel)
Mom can’t keep the house clean without the support of her team. She
needs products that meet the diverse needs of her family too.
TV, email and digital outreach will feature different
challenges and different plays.

10. the support crew’s cleaning quirks
Get your team off the bench and into the play with products that make
cleaning easy & fast.
THE
CHALLENGE:
Saturday morning
is 20 minutes to
clean.
THE PLAY:
Under the bed roll-aways
and storage
chairs for Katie
and Wes.
Hooks and hangers
for Dad.
Goodbye, Chore-Wheel.
THE
CHALLENGE:
Decrease tornado
effect when Katie
decides what to
wear.
THE PLAY:
Hooks. Hooks.
Baskets. And more
hooks. (Folding is
the enemy as far as
Katie is concerned)
Leverage humor and precise articulation of need-state to engage mom.

11. SAMPLE CAMPAIGN for The Container Store: Digital
CLEAN is a process
(measure success in time saved and
family members engaged)
Digital campaign will leverage the makeover model (before and
after). This model gives mom a sense of completion when she’s tired
and online in the evening. Each submission will feature the classic
visual photo, but also include time saved and family members
engaged.
Moms will share her before/after on Pinterest.

12. digital engagement with the makeover model
Time Saved:
30 minutes a
week.
Family
Members
Engaged:
2 (Katie and
Dad)
Products
Used:
Shoe Rack
Dividers
Hanger
consolidation
BEFORE AFTER