Zuru Media Buying Plan

ZURU (One Laundry) – 360° Media Planning Strategy

Overview
Planned and executed a $50,000 multi-channel media strategy for ZURU’s One Laundry product launch in New Zealand, exclusively retailing at Woolworths.
The campaign spanned 6 months (July–December 2024) and combined storytelling, precision targeting, and channel-level optimization to build awareness and drive conversions among Millennials, Gen Z, and young families.

Business Objective
To launch One Laundry Capsules as a convenient, eco-smart, and time-saving laundry innovation, boosting brand awareness and conversions while maintaining efficient spend distribution across Connected TV, YouTube, Facebook, and Instagram.

Strategy & Execution

1. Budget Allocation & Channels

Total Budget: $50,000
Awareness (40%) – $20,000: YouTube + Connected TV (TheTradeDesk DSP) for high-impact storytelling and reach.
Conversions (60%) – $30,000: Meta (Facebook & Instagram) for precise targeting, retargeting, and measurable purchase intent.

2. Awareness Phase (Top Funnel)

Designed 4 ad concepts — “Day in Life,” “Laundry Challenge,” “Quick Benefits,” and “6-sec Impact Bumper.”
Used Connected TV & YouTube for lifestyle-led storytelling, demonstrating convenience, eco-friendliness, and real-life usability.
Goal: 3–5 impressions per user → achieve broad awareness without fatigue.
KPIs: Ad recall, engagement rate, brand lift, and reach.

3. Conversion Phase (Mid & Bottom Funnel)

Meta Ads focused on retargeting and direct conversions:
- 183-day active campaign with ~60 daily conversions.
- Estimated 35,000 daily reach through optimized ad sequencing.
Developed creative mix:
- “Special Offer Alert” and “Smart Price” static ads.
- 15-sec “Everyday Solutions” video — short, benefit-packed, and retail-oriented.
Implemented retargeting loops for engaged users and past shoppers, nurturing brand loyalty and recurring visibility.

4. Targeting Blueprint

Demographics: 18–40 (Millennials + Gen Z)
Interests: Parenting, sustainability, home care, lifestyle efficiency.
Behavioral Layers: Online grocery shoppers, mobile-first users, high household engagement.
Custom Audiences: Website visitors + Lookalikes based on converters.
Seasonal Triggers: Spring cleaning, back-to-school, and festive household spending windows.

Creative Highlights

🎬 “Day in Life” TVC – portrayed modern households simplifying chores with One Laundry.
🎯 “Laundry Challenge Showdown” – gamified performance comparison to traditional detergents.
💡 “Smart. Clean. Green.” – 15-sec quick-impact digital creative emphasizing eco-benefits.

Results & Measurement

Awareness: Projected 1.8M+ reach across Connected TV & YouTube with 3–5 frequency.
Engagement: 4.2% CTR across Meta placements (benchmarked above industry avg 2.5%).
Conversions: ~60 daily purchases, strong ROAS driven by retargeting.
Brand Lift: Enhanced recall, perception, and cross-platform synergy between paid and organic reach.