LAUREL, Md. — The Drycleaning & Laundry Institute (DLI) says its latest social media campaign has achieved “outstanding” results, with posts amassing more than 75,000 views in the first four weeks.
The program focuses on reinforcing the importance and value of professional drycleaning and laundry services. Launched in April, the initiative features educational content and myth-busting videos to reshape consumer perceptions, DLI explains.
“The initial response to DLI’s social media campaign has far exceeded our expectations,” says Ray Kroner, owner of Kroner Dry Cleaners in Cincinnati. He is DLI’s treasurer, District Four director and chair of DLI’s Social Media Action Committee.
“We cannot wait for someone else to market our service. We have to step up and self-promote so the industry’s services are more familiar with the general public.”
Some of the statistics generated by DLI’s social media efforts include:
- A total reach of more than 23,500 people across Facebook, Instagram, LinkedIn and X (formerly Twitter).
- Campaign posts have amassed more than 75,000 views in its first four weeks.
- 281 new followers were added in April.
DLI also found that the engagement rates on Facebook (24.34%), Instagram (18%), LinkedIn (12.01%) and X (14.2%) are “significantly surpassing typical industry benchmarks.”
“Members want more customers. This program uses social media sharing to get the word out to a much larger audience than DLI could reach on its own,” says DLI CEO Mary Scalco. “By sharing these posts, dry cleaners educate consumers on the value of professional dry cleaning and laundry. The posts include a link to our Find a DLI Cleaner web application. Our goal is to drive traffic to DLI member businesses by providing entertaining and informative messages.”
DLI’s first video in the series, “The Wake-Up Call” video, generated a “remarkable” increase in impressions and engagement, the organization says, particularly on LinkedIn and Instagram.
The humorous video shows a pair of young adult siblings discussing comforter cleaning. The young man falls in love with his freshly dry-cleaned comforter and refuses to let it go. The video demonstrates the power of short-form educational videos in attracting consumers, DLI says.
“Our goal is to enlighten the public (notably, the 25- to 40-year-old demographic) on what our industry offers in service and garment care,” Kroner says. “The most direct way to get the attention of this demographic is through social media, but it will take the support of all in our industry to get, and keep, the word out.”
DLI plans to expand its strategy, the organization says, by increasing short-form video content frequency and exploring targeted promotional opportunities to further amplify industry visibility and member success.
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