The Smart50 2024 Marketing Award winner: The Laundry Lady

Thinking pink, and then proudly positioning itself as such, is just one of the many ways The Laundry Lady earned this year’s Smart50 Marketing Award.

The Queensland-based business, with a work-from-home team of more than 300 independent contractors who use their washing machines to earn a sustainable income, has caught the public’s attention with creative marketing strategies and a powerful social media presence.

“By using primarily pink in our branding, focusing on the female-owned and empowerment aspects, and sharing engaging behind-the-scenes content, Q&As, and reels, we demonstrate authenticity and expertise,” says The Laundry Lady founder Susan Toft.

Joining forces with popular social media personalities has proven to be a goldmine for The Laundry Lady, especially collaborating with Instagram influencers who have a strong following among parents and busy families. 

“By offering vouchers to these influencers, we encourage them to try our services and share their authentic experiences with their followers,” says Toft.

Not only did these collaborations generate a high level of interaction, they also enabled the company to gauge engagement rates and feedback. 

Aligning with new media like Instagram was an effective move, but The Laundry Lady’s appearance on Shark Tank Australia was, in Toft’s words, “marketing gold”, particularly as the business received a bumper investment offer of $1 million.

“We have leveraged this with paid ads, organic content, media opportunities,” says Toft, “to build our reputation and credibility.”

The Laundry Lady also parlayed its commitment to eco-friendly practices – from using laundry liquids with natural ingredients to running a coathanger recycling campaign – to appeal to a growing segment of ‘green’ consumers.

“These efforts resonate deeply with customers who value sustainability, fostering brand loyalty and trust,” adds Toft.

The Laundry Lady placed 19th on this year’s Smart50 list and also won the People Power Award.