Homey

The clever laundry capsule that comes in the post

An open brown cardboard box reveals a blue package labelled "homey" with a yellow sticker reading "This was packed by Sharan." Three blue and white detergent pods sit to the right—perfect for performance marketing or creative that converts for start-ups.

We helped grow Homey from initial startup to a successful business and market leader in the DTC laundry service.

Two stacks of laundry detergent pods, each with four pods in blue, green, and white hues, are arranged against a plain white background—a clean aesthetic reflecting the ethos of a strategically‑led branding studio.
Bold white text on a blue background reads, "The fresh laundry that comes in the post." A single blue and white detergent pod sits by "laundry"—a creative that converts, crafted for performance marketing brilliance.

We created Homey from scratch, in partnership with the Unilever disruption team and Otherway. Covering all bases from strategy to packaging, web development and performance marketing. Taking the best of what Unilever do and bringing it to market in the most agile ways. When we came on board Homey had been running performance marketing ads at around £6.25 cost per acquisition and average order value was way under what they would need to make the business a success.

A colourful street billboard showcases five fragrance kits with wooden caps, each set against a vibrant background, alongside the text "homey. THE ULTIMATE FRAGRANCE KIT"—a creative that converts for performance marketing success.

With our help, their current ads are running on average at £0.50p CPL. With a number of workshops and qual research we identified opportunities for Homey to expand their portfolio which has meant Homey has become a successfully profitable business in under a year plus a huge internal win for the Unilever Digital Ventures team.

2.85 CPA X AOV Huge success internally

A large outdoor hoarding displays “The Ultimate Fragrance Kit” with yellow bottles and sticks, a white flower, and lemons on a yellow background. This Creative that Converts features calming, light-smelling kits delivered by post from homely.
A billboard advertises "The Ultimate Fragrance Kit" by homey, crafted by a strategically-led branding studio. Featuring lavender-scented spray and diffuser sticks, the calming kit promises growth by design, with delivery straight to your door.
A green hoarding on a building advertises "The Ultimate Fragrance Kit" from homey, designed by a strategically‑led branding studio. The advert features reed diffusers, bottles, limes, and green leaves for a calming vibe.
A colourful street billboard showcases five fragrance kits with wooden caps, each set against a vibrant background, alongside the text "homey. THE ULTIMATE FRAGRANCE KIT"—a creative that converts for performance marketing success.
A smartphone displaying an advert for "The Ultimate Fragrance Kit" with green fragrance products, reeds, and lime slices on the screen rests on a laptop keyboard—an example of Growth by Design and effective performance marketing in action.

Mark Howard
Unilever Head of Marketing/ Homey Founder.

We’ve worked together for quite a while now and they are genuinely part of the team. Thanks to Middle Boop we’ve been able to take Homey from a DTC laundry service to a profitable brand with a full fragrance portfolio and a strategy that we’re able to take to more Unilever brands.