Urban Company
Urban Company wanted to refresh how people saw home services — from boring chores to empowering care. Think less “maid ad,” more “modern help system.” We had to make it look cool to book a cleaner or AC tech.
The category had fatigue. Home services were either overly functional or cringe-relatable. Urban Company needed to rise above that.
How do we show daily life pain points without making it depressing?
How do we add entertainment to mundane services?
How do we show tech + trust in a human way?
We chose creators who could dramatize everyday moments (like broken ACs or unclean sofas) in relatable, funny, and sometimes oddly satisfying formats
We turned everyday mess into memes — and then solutions. Think: time-lapse cleaning, POV breakdowns, and comfort-fueled edits.
The result?
11 creators, covering multiple cities and styles
2.6M+ views on daily-relatable content
3.9M+ reach, with boosted app downloads
The takeaway? Utility content doesn't have to be boring — when paired with creator relatability, it becomes shareable and scroll-stopping.