College H.U.N.K.S. Hauling Junk and Moving

Enhanced their mission to ‘move the world’ by creating and promoting engaging content that supports their operations and growth.

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About the Project

College H.U.N.K.S. Hauling Junk and Moving (CHHJ) started their mission to move the world in 2003 – Omar Soliman was back home in the Washington DC suburbs, working for his moms furniture store for some summer cash. When delivering furniture to customers, Omar noticed a pattern: many folks asked him if they could get rid of their old furniture. Omar saw the demand and an opportunity for some extra summer cash before his senior year at the University of Miami. So Omar recruited his best friend, Nick Friedman, and they put up fliers around the neighborhood. Right away, people called. Following the summer, Omar and Nick won an entrepreneurship competition for a franchise business plan they based on their summer experience. Then, they graduated and entered the corporate world. A few months in, they went for their dream, and officially started College Hunks in 2005. They began franchising efforts in 2007, fulfilling their prize-winning plan. Now, with Omar as CEO and Nick as President, CHHJ has over 200 locations around the US and Canada.

CHHJ also makes sure items they remove are re-used by people in need through partnerships with Goodwill, Habitat for Humanity, and hundreds of independent non-profits around the United States. If item can’t be re-used, CHHJ ensures eco-friendly disposal.

Additionally, College Hunks has donates two nutritious meals for every move booked through U.S. Hunger. partnership with U.S. Hunger and runs a domestic violence program to raise awareness and help those suffering from domestic violence situations. One part of this program is during October, CHHJ offers domestic violence victims heavily discounted moves, ensuring the situation is treated with the utmost confidentiality and sensitivity.

Client:

College HUNKS Hauling Junk & Moving®

Product:

Junk Removal & Moving

Services:

Television Advertising, Media Planning & Buying, Growth Marketing, Analytics, Commercial Production

Looking for help with a recruiting ad they shot for Omar’s Miami location

With over 200 locations, CHHJ’s corporate marketing team had 150+ franchisees who were always looking to them for vetted ways to advertise, especially ones that were trackable. The CHHJ team originally contacted our agency looking for help with a recruiting ad they shot for Omar’s Miami location. CHHJ also used a customer CRM called HunkWare to track their jobs, making tracking direct marketing returns more of a data challenge. A solution that could communicate with HunkWare to tie marketing conversions to revenue wasn’t common.

Our agency partnered with College Hunks to leverage Connected TV

This allowed CHHJ to reach their target audiences and website visitors via TV ads shown on Wi-fi connected streaming devices, such as Roku and Smart TVs. From here, Connected TV shows ads to a customizable audience across over one hundred blue chip channels, regardless of the channel being watched. CHHJ ran several different ads to test the best use case for Connected TV: a recruitment ad for employees, one to add franchise owners, and a customer facing ad for moving and junk removal. The customer facing ad was the most effective after a two month pilot test across corporate and franchise locations in their slow season – winter.

Results Summarized:

After the success of the pilot campaigns and a thorough vetting process, Anderson Collaborative became the approved vendor for College Hunks Connected TV advertising for all College Hunks Hauling Junk franchises starting in 2023. For the first five months of 2023, Connected TV tracked a completed moving requests form as a conversion, and reported these numbers to reach franchise. In May 2023, after navigating Google analytics data with the CHHJ Product Development team, our agency created a ROAS dashboard that matches Connected TV conversions with completed jobs, allowing for clear return on ad spend for all CHHJ Connected TV campaigns.