Splash Laundry: social as the #2 acquisition channel
A neighborhood laundromat brand with an inconsistent feed, built into a publishing machine with CAC 38% below paid search.
Splash Laundry had what most local brands would kill for, genuine neighborhood affection, and a feed that posted whenever someone remembered. The brand was strong in person and invisible online. The brief: make social a real acquisition channel, measured like one.
Formats over one-offs
We built five repeatable short-form formats around their regulars, the people, the machines, the small rituals of a laundromat that's actually a third place. Formats matter because they compound: the audience learns what to expect, production gets faster every week, and testing becomes possible because episodes are comparable.
Organic as the lab, paid as the amplifier
Twelve pieces shipped every week, no misses, for eighteen months. Each month, the top 20% of organic posts by saves and shares got paid budget behind them, ads that had already proven they didn't feel like ads. That loop is the whole strategy: organic finds the message, paid scales it.
What happened
Eighteen months in: followers up 412% across Instagram and TikTok, and social sitting as the second-largest acquisition channel in their attribution, a measured pipeline, not a vanity dashboard.
“They didn't just make us look good. They made the channel pay for itself.”