The Summary
Heritage brands carry built-in trust — but they can also carry the weight of feeling dated. Dryel, a well-known at-home dry cleaning brand, needed to reconnect with modern consumers across fashion, lifestyle, and family audiences without losing the credibility it had spent decades building. The goal was to make Dryel feel fresh, relevant, and worth talking about again.
The Strategy
Refreshed Brand Storytelling
We didn’t just update the visuals — we reframed the entire narrative. By leaning into the convenience and lifestyle benefits of at-home dry cleaning, we repositioned Dryel as a smart, modern solution for busy people who care about their clothes, not a relic of a pre-laundromat era.
A Diverse Influencer Mix
Rather than targeting a single audience, we built a broad yet intentional influencer strategy spanning fashion, lifestyle, and family verticals — ensuring Dryel showed up authentically across the many different contexts in which people actually care for their clothes.
Earned Media Through Experiential
We brought the brand to life in the physical world with a “Refresh Express” pop-up at Hearst Tower, hosting 75 Hearst editors for a hands-on brand experience designed to generate organic editorial coverage in some of the most trusted consumer publications in the country.
The Execution
Our team executed a 360-degree campaign combining digital content, influencer activation, and earned media:
Refreshed Creative: Developed new imagery and video content that modernized Dryel’s visual identity while staying true to its core brand equity
Influencer Activations: Partnered with a carefully curated mix of fashion, lifestyle, and family creators to demonstrate Dryel’s real-world convenience in authentic, relatable settings
“Refresh Express” Pop-Up: Hosted 75 Hearst editors at Hearst Tower for an immersive brand experience, translating in-person excitement into editorial placements
Earned Media Strategy: Leveraged the pop-up and influencer buzz to secure coverage in Good Housekeeping, BuzzFeed, Southern Living, Parade, and more
Bragging Rights
Elevated Dryel’s digital presence with refreshed imagery, video content, and a robust influencer mix spanning fashion, lifestyle, and family audiences. Hosted 75 Hearst editors at a “Refresh Express” pop-up at Hearst Tower, earning placements in Good Housekeeping, BuzzFeed, Southern Living, and more — generating $3.15M in publicity value, 1.4M+ social impressions, and a 46.7% top influencer conversion rate.