Custom Closet Franchise Boosts Regional Brand Awareness & Online Traffic

A custom closet and home organization franchise partnered with Strategus over the last two years to create brand awareness in the home services marketplace and drive traffic to their franchise web pages. Despite the geographical constraints of strict zip code targeting parameters, these advertising campaigns have been consistently successful, leveraging an omnichannel strategy and precise audience targeting. Throughout 2022, campaigns for six franchise locations resulted in 2,129 web conversions, with online traffic tracked for each franchise's web page.

The primary objective of the campaign was to create brand awareness and drive traffic to each franchise location's webpage.

Advertising for local or regional franchises often comes with tight geographical limits, typically based on franchise agreements. The main challenge for this home services campaign was ensuring scalability despite limited zip codes and additional layers of audience targeting. The third-party data audience primarily consisted of demographics targeting female homeowners aged 35+ with a property value over $250k.

Given the client's newness to the CTV space, there were no prior campaigns to draw insights from. To address these challenges, Strategus implemented a meticulous omnichannel strategy utilizing CTV to establish brand awareness and clickable Display ads to funnel web traffic directly to franchise pages. Despite niche targeting, Strategus drove 2,129 web conversions across the six franchise locations in 2022. Following a successful year, this partnership expanded further with additional franchise locations added to the 2023 campaign.