Stanley Steemer
Their Story
Stanley Steemer is a leading U.S. home cleaning services and product brand, with independently owned and operated franchise locations nationwide. With over 110 franchise owners and 35 branches, the brand operates at scale while maintaining a strong local presence across diverse markets.
The Challenge
Increased competition in local markets made it more crucial than ever for Stanley Steemer to stand out. However, with so many franchise variables influencing performance, it became difficult to isolate what was truly driving awareness and results across cross-channel campaigns.
The team needed a way to uncover meaningful insights—quickly. And with only a week to execute, the margin for error was slim.
The Insights
Testing revealed that 15-second lifestyle videos resonated most strongly across all audience and market segments, outperforming other creative formats.
Additionally, concentrating survey responses and simplifying campaign variables increased the likelihood of achieving statistically significant results, reinforcing the importance of controlled testing environments when measuring brand impact.
The Strategy
As a trusted partner, Rise focused on revealing how cross-channel digital marketing efforts were influencing Stanley Steemer’s target audiences.
The approach centered on a laser-focused YouTube brand lift study designed to measure how targeted video campaigns impacted brand awareness and search behavior—even after campaigns concluded.
To execute efficiently within a tight timeline, the project was structured into three phases:
- Tailored creative development
- Campaign structuring
- Thorough testing
The Solution
Rise implemented a focused and controlled campaign structure to maximize insight and performance:
- Developed passion-specific video creatives tailored to three target audiences and market segments
- Utilized automation and a robust testing framework to refine messaging
- Segmented markets into two groups based on size to improve data clarity
- Paused competing creative and audiences to isolate campaign impact
- Deployed brand lift surveys with consistent awareness and consideration questions
Each study measured:
- Brand awareness: “Which of these household cleaning brands have you heard of?”
- Consideration: “Which of these household cleaning brands would you consider choosing?”
The Results
After just seven days, the campaign delivered a significant lift in brand awareness and consideration. Stanley Steemer achieved millions of impressions across both campaigns and reached over 5 million unique viewers, providing clear, actionable insights into how video investment drives brand impact across markets.
