Growing Brand Visibility for a Family-Owned HVAC Business

Hackney Inc. is a family-owned and operated HVAC company with over 35 years of experience, serving residential and commercial clients across Arizona and California. Founded in 1990, the company specializes in designing and installing customized heating and cooling systems tailored to each property's unique requirements. Their team is committed to delivering top-quality HVAC services and repairs, focusing on energy efficiency and customer satisfaction. Hackney Inc. prides itself on exceptional customer service, offering industry-leading equipment and performance to ensure optimal comfort and utility savings for their clients.

January 1, 2025 – May 31, 2025
Platform setup and content launch began in early January, with regular posting and strategic content boosting throughout the five-month period.

L.A. Social Karma manages Hackney Inc.’s California social media presence across Facebook, Instagram, TikTok, and X (formerly Twitter), along with ongoing marketing support.

Key deliverables include:

• Full setup and launch of Instagram, TikTok, and X profiles

• Recovery and reinstatement of the original Facebook business page

• Consistent content creation and posting (3–5 times per week)

• Strategic use of boosted posts to increase visibility and engagement

• Community management and audience engagement

• Creation and distribution of one email newsletter per month

• Quarterly on-site content days to capture photos and videos of the Hackney Inc. team in action, used for creating authentic and high-performing content

• Monthly strategic marketing planning, providing guidance across digital and offline initiatives

• Support with setting up and optimizing the Google My Business profile

• Assistance with website edits and general marketing needs, ensuring consistency across all customer touchpoints

Over the course of five months, L.A. Social Karma helped Hackney Inc. establish and grow a presence across Facebook, Instagram, TikTok, and X, starting nearly all accounts from scratch. The campaign focused on brand awareness, community engagement, and positioning Hackney Inc. as a trusted, local HVAC expert.

Key Trends and Insights:

• Steady audience growth across platforms: Despite launching new accounts, Hackney Inc. saw consistent growth in followers, with the strongest performance on Instagram. This indicates that the content strategy is effectively reaching the intended audience and resonating with viewers

• Rising engagement levels: Engagement across all platforms trended upward during the campaign period. While there were spikes tied to specific high-performing posts, overall engagement followed a positive trajectory, suggesting a growing interest in the brand

• High video performance: Video content played a central role in building visibility. Across Facebook, Instagram, and TikTok, video views continued to rise month over month, even with relatively modest follower counts—signaling strong performance via the algorithm and shareability

• Top-performing content featured the team and real job sites: Posts that highlighted Drew and James, voiceovers, on-site work, and behind-the-scenes moments outperformed others. This content humanized the brand and built trust, making it more likely to be shared or saved

• Visual consistency and authenticity paid off: The quarterly content days were especially valuable, allowing L.A. Social Karma to capture professional yet authentic visuals that aligned with the brand’s identity. This contributed to cohesive and relatable storytelling across platforms.

• Email marketing supported conversions: In addition to social content, monthly email newsletters achieved an average open rate of 37.8% and a 1% click-through rate over the last six months. These emails are designed to keep Hackney Inc. top of mind and regularly drive seasonal maintenance requests directly supporting bookings for the team.

• Cross-platform support and recovery wins: A major milestone was recovering the original Facebook page, which helped restore legacy reach. In addition to social growth, support included broader marketing efforts like setting up Google My Business and refining website content, adding long-term value beyond engagement.

Launching and managing Hackney Inc.’s social media presence significantly increased their brand visibility in the California market. By creating consistent, platform-specific content and showing the team in action, Hackney was able to build trust and familiarity with potential customers—many of whom were being introduced to the brand for the first time.

The campaign established a foundation for customer engagement, with video content in particular helping to expand reach beyond the immediate follower base. Authentic, behind-the-scenes footage and voiceover content sparked higher interaction, positioning Hackney as not only approachable but highly experienced and transparent.

The reinstatement of the original Facebook page helped recover and reconnect with a legacy audience, adding credibility and accelerating trust with new viewers.

Beyond social media, monthly email marketing supported direct communication with Hackney’s growing customer list. With an average open rate around 37.8% and a click-through rate of about 1%, these emails helped maintain top-of-mind awareness and served as a reliable channel for service reminders, seasonal promotions, and company updates.

Combined with support for Google My Business setup, website edits, and strategic marketing planning, this campaign didn’t just generate content—it built a more modern, discoverable, and active brand that’s now equipped to capture revenue opportunities both online and offline.