JaniServ is a commercial and residential cleaning company based in Salt Lake City, Utah, serving businesses and homeowners throughout the area. The company's owner brings a uniquely fun-loving and playful personality to the traditionally straightforward cleaning industry. Prior to working with our agency, the owner had developed an entertaining character concept called "Jared the Janitor" but had not yet leveraged this creative asset for marketing purposes. JaniServ operates with clear missions, principles, and established service processes, but lacked any social media presence to communicate these business foundations or connect with potential clients in their market.
JaniServ approached our agency with inactive social media accounts, meaning we were building their online presence from zero with no existing following, content, or brand recognition. The cleaning industry presents unique marketing challenges, as it's often perceived as mundane or purely functional, making it difficult to create engaging content that captures audience attention. Without any social media foundation, JaniServ had no platform to showcase their services, communicate their business values, or differentiate themselves from competitors in the crowded Salt Lake City cleaning market. The company needed a strategy that could quickly establish brand awareness while effectively communicating their service offerings and business approach to potential clients.
Our primary objective was to rapidly establish JaniServ's social media presence while leveraging the entertaining "Jared the Janitor" character to differentiate the company from traditional cleaning service competitors. We aimed to create content that would capture audience attention and drive engagement in an industry not typically known for entertaining marketing. The strategy needed to balance fun, character-driven content with informative material about JaniServ's missions, principles, processes, and service offerings to ensure entertainment value translated into business awareness and client acquisition.
We developed a dual-content strategy that maximized the entertainment value of the "Jared the Janitor" character while ensuring comprehensive communication of JaniServ's business fundamentals. The character-driven content focused on creating fun, lively, and trending material that would appeal to social media algorithms and capture widespread audience attention. This entertaining approach helped JaniServ stand out in an industry where most competitors rely on straightforward, purely informational marketing.
Balancing the entertainment factor, we created informative content that showcased JaniServ's professional approach, walking viewers through the company's missions, core principles, established processes, and comprehensive service offerings. This educational content ensured that while audiences were drawn in by the entertaining character, they also received substantive information about why JaniServ would be their ideal cleaning service provider.
Our team provided complete social media launch services, developing content strategies specifically optimized for Instagram, TikTok, and LinkedIn platforms. We handled all filming that brought the "Jared the Janitor" character to life while maintaining professional standards that reflected positively on JaniServ's business reputation. Our approach included trending content creation that leveraged platform algorithms while incorporating company-specific messaging and service information.
We managed all aspects of content creation, editing, and posting across both platforms, ensuring consistent brand messaging while adapting content formats for each platform's unique audience preferences and technical requirements.
The campaign achieved immediate and exceptional results, building significant views and impressions across platforms within the first few weeks of launch. Most notably, JaniServ achieved viral success with one of their early videos, demonstrating the power of character-driven content to capture widespread audience attention. This viral moment provided massive brand exposure for a company that had previously been completely absent from social media.
