In a rapidly expanding market, TaskRabbit saw an opportunity to redefine its brand as the potential 'Uber' of everyday handy tasks. Rather than focusing on the helpers and portraying customers as damsels in distress, we chose to disrupt the category. We created a new brand platform and launched a nationwide campaign capable of driving app adoption and conversion.

Our research uncovered a key insight: People’s satisfaction lies in having things well done, not in doing them themselves. This strategic insight became the foundation for our new brand platform, 'Task and You Shall Receive.' We empowered our core audience to view TaskRabbit not just as a service, but as a partner delivering the blissful feeling of accomplishment. By shifting the focus from the task itself to the satisfaction, we tapped into a powerful emotional driver.

The results were remarkable. We saw a 38% year-on-year increase in booked jobs, alongside a 56% boost in new user sign-ups and app downloads. Validating our strategy of aligning the brand with the joy of achievement, not the burden of tasks.