day by day – play by play

consumer journey and analysis

the organization cycle

Lego Explosion

What to wear to work?

Nightly Dinner Cleanup

Playing Dress Up

Laundry Pile Up

=> Weekend Organization Catch Up

Weekly Build Up Back to the Start

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”

product solutions must be diverse enough to meet differential preferences for mom…and her support crew

The Clean Spectrum. 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.

“If it’s not a right angle, It’s a wrong

angle.”

“Clean is just clutter in disguise.”

A weekend cleaner is not a

weakened cleaner.

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

insight implication

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.

Deliver Actionable Solutions: Offer product solutions that address a specific need

for the entire family.

Leverage humor. Moms want to feel understood and , even, celebrated in their

imperfection. Engage her through laughter.

CONSUMER SUMMARY

“clean is…” (the engagement plan)

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.

SAMPLE CAMPAIGN for The Container Store: Spot 1

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.

CLEAN is a team sport

(Goodbye, Chore-wheel)

SAMPLE CAMPAIGN for The Container Store: Spot 2

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.

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.

CLEAN is a process

(measure success in time saved and family members engaged)

SAMPLE CAMPAIGN for The Container Store: Digital

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.

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