Topic: Launch of Laundry Fund. Please note that laundryfund.com is not live, but it will be April 15.
Kristen Nottingham is the founder of ECOccasion, an online destination for low-waste household supplies and self-care products, and Laundry Fund, a line of space-saving laundry essentials. Both brands were created to fund scholarships for future environmental leaders—giving the next generation of problem-solvers the tools to build a cleaner, brighter world. With over 25 years of experience in digital advertising and a background in design and programming, Kristen used paid media and performance data from ECOccasion to develop highly targeted customer avatars that directly informed the creation of Laundry Fund™. In this talk, she’ll walk through how she used campaign data to identify and refine her ideal customer—Best Life Linda—and how that insight shaped her product development, brand voice, and marketing approach from the ground up.