Mosquito Joe of Miami
Social Media Management Content Creation Video Strategy Profile & Search Optimization Community ManagementCookie-cutter franchise posts replaced with local content doing 1.5 million views a video.
Mosquito Joe of Miami runs a local franchise of a national brand, and the content coming down from corporate looked identical to every other location in the country. The posts weren’t even sized correctly for Instagram and generated no engagement at all. They saw what social could do for their specific territory and wanted content that actually felt like them. We rebuilt all four profiles, started shooting the real team on real job sites every month, and built a video strategy from nothing into their biggest source of reach.
1.5M+
Views Per Video
4
Platforms Rebuilt
YouTube
Monetization Unlocked
Monthly
On-Site Content Shoots
The Challenge
Franchise marketing has a built-in problem: every location posts the same corporate content, so nothing distinguishes the team in your neighborhood from the one three states away. For Mosquito Joe of Miami it was worse than generic. The assets weren’t even formatted correctly for Instagram, and the accounts were producing effectively zero engagement. There was no video anywhere, no local presence, and nothing that gave a Miami homeowner a reason to pick them.
The Approach
- Audit and optimize all four platforms. LinkedIn, Facebook, Instagram and TikTok rebuilt for search, with new highlight covers and a consistent profile presence.
- Give the feed a real identity. A full makeover with fresh content templates built for the platform, not inherited from a corporate deck.
- Shoot the actual team, monthly. On real job sites, so the community can see the people who’ll be turning up at their house.
- Lead with education, humor and usefulness. Mosquito facts, genuinely helpful remedies, and content people relate to rather than scroll past.
- Build a video strategy from zero. Reels, TikTok and YouTube, three channels they had never used.
The Outcome
The video strategy took off almost immediately, with videos clearing 1.5 million views and the follower count climbing fast, TikTok especially. YouTube grew enough to qualify for monetization. And because we were monitoring the Instagram DMs, the account started producing inbound service inquiries entirely from organic content, something a corporate template had never once delivered.
The account, before and after
The audit and the feed makeover, where the work started.
Corporate assets dropped straight in: clip art, clashing colors, wrong dimensions for the platform, and nothing that said Miami.
The profile after the audit: bio optimized for search and branded highlight covers replacing photo thumbnails.
The rebuilt grid: one palette, one voice, built for the platform.
Education and useful remedies carrying the feed.
Fresh templates designed for the territory, not inherited from a corporate deck.
Humor that lands with a Miami audience.
Seasonal pushes sitting inside the same visual system.
One palette, one voice and templates built for the feed: scroll through to see the full rebuild.
Shooting the real team
Monthly on-site shoots across Miami: the content corporate could never supply.
The people who actually turn up at your house.
The Miami crew: the reason the feed stopped looking generic.
On location, monthly, with the real vehicles and real sites.
Treatment in progress, shot properly rather than stock.
The details of the job that build trust before a booking.
Where mosquitoes actually breed: content built from the work itself.
Equipment and technique, explained visually.
Miami yards, Miami conditions.
Shot on site, not in a studio.
Pet-safe treatment, shown rather than claimed.
Standing water checks, the unglamorous part of the job.
Every shoot fed a month of content.
Installation work captured for the misting system content.
The content
Education, humor and the video strategy that took the account past a million views.
Misting System 101: the kind of explainer that built the channel.
MoJo on the job: a full install, start to finish.
Treating a property with the cob brush, explained by the tech doing it.
Humor and relatability: the half of the strategy that drove the reach.
Static posts carried the same voice as the video.
Local content in a national system
What changed once the posts stopped looking like everyone else’s.
The People, Not The Brand
Monthly shoots on live job sites put the actual crew in the feed. For a service where a stranger comes to your home, familiarity is the whole pitch. The community recognizes the team before they ever book.
Useful Before Promotional
Education about mosquitoes, remedies that genuinely work, and humor that lands with a Miami audience. The service sells itself once people have a reason to keep watching.
Video As The Front Door
Reels, TikTok and YouTube gave the franchise reach it could never buy with static posts, and turned a local service account into one with a genuine audience.
Invited to teach it nationally
The results were strong enough that Bexx, CEO of Savvy Squirrel Social, was invited to speak at the Mosquito Joe Miami marketing conference, presenting the strategy and the numbers to Mosquito Joe franchisees from across the United States, and teaching other owners how to build a local social presence inside a national franchise system.
What we delivered
Full-service social management, plus the content engine behind it.
Four-platform audit & optimization
LinkedIn, Facebook, Instagram and TikTok rebuilt for search, with new highlight covers and consistent profiles across all four.
Full feed makeover
Fresh content templates designed for the platform and the territory, replacing corporate assets that weren’t even correctly sized.
Monthly on-site content shoots
Authentic photo and video of the real team working real job sites across Miami.
Short-form video strategy
Reels, TikTok and YouTube built from nothing into the account’s biggest driver of reach and growth.
Community & DM management
Monitoring and replying to Instagram DMs, turning organic reach into booked service inquiries.
Conference presentation
The strategy and results presented to Mosquito Joe franchisees nationally at their marketing conference.