Johnsons Cleaners is the UK’s number one dry cleaners with a network of high street stores nationwide. With a legacy dating back to 1817, Johnsons have evolved over the years to become the nation’s first choice for dry cleaning and specialist garment care. Operating in an increasingly digital era, and with a number of high street stores set to close, Johnsons decided to revolutionise its offering by developing a new online service for time pressed consumers. Motionlab was appointed to launch the online dry cleaning service ‘Click, Clean, Deliver’ as well as market the Johnsons Bridal service.
Johnsons is synonymous with the high street so we knew that our campaign would have to span traditional and digital channels to help the retailer make the shift to online without missing any of its key audiences. We storyboarded and scamped out our vision for the new service and what it would entail for the various Click, Clean, Deliver personas. From this, the Click, Clean, Deliver brand was born.
Careful customer journey mapping helped us to understand the key touch points for consumers and the routes to reach them to promote Click, Clean, Deliver and communicate the benefits of using this new online service in areas where high street stores have now closed.
For Johnsons Bridal, we took a completely digital approach to raise awareness of this specialist wedding dress cleaning service for brides. Like Click, Clean, Deliver, Johnsons Bridal is also available as an online service and our campaign saw us use PPC and paid social to reach potential consumers. The strategy for PPC involved targeting any potential customer searching for terms around wedding dress cleaning and care and utilising paid social media ads to target females who had changed their status to ‘just married’ in the last 6 months.
We launched this high street retailer to the online market through a carefully crafted branding exercise and ongoing strategic marketing support. Click, Clean, Deliver has been successfully rolled out in key regions across the UK and there are plans to develop this further in 2016.
For Johnsons Bridal, the digital campaign resulted in a 2,570% uplift in revenue in the first few months alone and has continued to build with further campaigns rolled out for key online trading periods such as Black Friday.
Online Revenue Increase