Case study · Trades & construction

MyHome: digital marketing for franchisees and customers.

My Home Franchise is a powerful management platform designed to make running a franchise business easier and more efficient.

Sector: Trades & construction
Service: Digital marketing

Digital marketingCampaign delivery

The challenge

What needed to change.

MyHome is a franchise business with a management platform at its heart. Joining it gives an operator a way into a growing market, expert training and a trusted brand, while the platform brings together the tools franchise owners need to run their operations smoothly and keep every location consistent and compliant.

Franchisees bring local expertise and investment, so attracting new operators is central to expanding MyHome’s reach. The difficulty was that the target market was very specific and limited to a small geographic area, which had pushed up the cost of acquiring each lead. MyHome asked us to lift brand awareness, generate online leads and make every advertising dollar count.

A collection of MyHome images and digital collateral.

Approach

How the work took shape.

On social media we used a multi directional strategy. In depth market analysis, A/B testing in emerging areas and audience insights all fed back into the campaigns, so the approach kept sharpening as we learnt what prospective franchisees responded to.

Organic content had a different job. Rather than selling, it set out to build authentic connections and long term relationships with the audience through consistent, valuable interactions, earning trust and credibility without the pressure of paid promotion. That kind of community grows slowly, but it drives sustained growth and positive word of mouth.

The digital strategy focused on several objectives at once: improving online conversions, growing the customer base, driving franchisee interest and optimising return on ad spend. Paid social and content were planned together so that each supported the other.

Social media management underpinned it all. We created and curated content consistently, responded to the audience, analysed performance metrics and adjusted the strategy as the numbers came in, with the aim of strengthening MyHome’s reputation and building customer loyalty over time.

The shift

The best place to find a new franchisee was a suburb where MyHome did not yet have one.

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The work

The work, up close.

The work had two audiences: customers who might book a MyHome service and operators who might buy a franchise. For customers, the social campaigns combined targeted ads, content, video and organic posts to build awareness and interaction. For prospective franchisees, we built a dedicated path from a Meta ad into a landing page written for them, so that interest could be captured the moment it appeared instead of being lost on a general website.

MyHome used Meta Ads to connect with its target audience, and the strategy was straightforward: focus on areas where the business did not yet have a franchise. That built brand awareness in those regions, generated new leads and reached potential franchise owners in locations that had never seen the brand before.

Because the geography was so tightly defined, creative and messaging could speak to each region directly, and budget was not spent on people who could never become a franchisee.

A new landing page, designed specifically to attract franchisees, gave those campaigns somewhere to land. It presented the advantages of a MyHome franchise, the investment opportunity and success stories, with easy navigation, persuasive calls to action and testimonials from current franchisees, positioning MyHome as the first choice for potential investors. It converted at a higher rate than the general website and drove more visitors to submit enquiries or request information.

The page also gathered data on visitor behaviour, which we used to refine the marketing and track what was working. Optimised for search engines as well as for the campaigns, it proved an economical way to attract franchisees and brought the cost per lead down.

64.

Leads generated each week by the franchisee campaign.

The social campaign delivered engagement and visibility. Through a mix of targeted ads, content, video and organic posts we reached a broad audience and grew followers and interactions substantially. The creative, with eye catching visuals and interactive elements, resonated with the target demographic, and user generated content and testimonials carried the message further than the ads alone.