CarzSpa, a leader in car detailing, sought to expand its franchise network and strengthen its brand presence. Despite having 60 franchisees, the company faced challenges with brand clarity, franchise trust and end-consumer awareness of services like PPF and ceramic coating. CarzSpa needed a strategy to increase franchise confidence, educate consumers and position itself as an expert in the car detailing industry.
The first step was understanding the root cause of CarzSpa's challenges. We conducted interviews with all 60 franchisees and over 400 end consumers to find patterns and identify gaps in perception. Through these insights, we discovered that franchisees lacked confidence while end consumers had limited awareness about PPF, ceramic coating and car detailing in general. This understanding led us to focus on two things— strengthening franchisee confidence and repositioning the brand as an expert in car detailing through education and value-driven marketing.
Using insights from our research, we defined CarzSpa’s core values— transparency, education and expertise. These values guided our branding and content strategy, ensuring every touchpoint built trust with franchisees and consumers alike.
We realised that CarzSpa’s product branding was another barrier to perception. To address this, we brought PPF and ceramic coating under the CarzSpa umbrella and gave each product a distinct identity with premium packaging. This strategic move not only enhanced the products' perceived value but also created consistency across the brand, making it easier for franchisees to market the services and for consumers to trust their quality.
To strengthen relationships with franchisees, we launched the Club CarzSpa Conclave (C3)—an annual event where franchisees came together to discuss achievements, challenges and upcoming innovations. This initiative fostered a sense of belonging and ensured franchisees felt supported and valued.
We developed a robust content strategy that focused on education instead of hard selling. rather than sell. For end consumers, we created blogs explaining the benefits of PPF and ceramic coating, tackling misconceptions head-on. Soon, CarzSpa dominated search engines with industry-specific keywords.
Click on “ceramic coating price” and you will find CarzSpa in the search results.
As people can see CarzSpa whenever they search for something related to the product — a perception is built in their head that this brand shows up everywhere. This increases the trust. Even when we show ads, the customer would think, oh I have seen this brand and have more conviction in the bran
Once consumers started learning about CarzSpa through social media and SEO, it was time for franchisee expansion. We did blogs to educate about different franchisee opportunities, what works, how to choose franchise business etc and established CarzSpa’s thought leadership. We also showed Case studies through which potential franchisees were able to trust CarzSpa.
We transformed CarzSpa’s Instagram into a hub for car enthusiasts. Beyond promotional content, we shared relatable car memes, jokes and culturally relevant reels to build a strong sense of community. Our “Expert Se Karwao” campaign positioned CarzSpa as the go-to brand for professional car detailing services, achieving massive engagement and cementing their status as an industry leader.
After solidifying the brand’s reputation, we created a high-impact lead generation strategy for attracting franchisees. Using advanced targeting techniques, we honed in on potential investors who were passionate about cars and entrepreneurship. The campaigns focused on CarzSpa’s proven franchise model, their industry leadership and the tools they offered to help franchisees succeed. As a result, we were able to generate leads online and automate their lead-generation process and reduce acquisition costs.
