Franchise CTV & OTT Advertising Case Study: College HUNKS Hauling Junk

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

Case Study Competitive Analysis Content Content Production Conversion Rate Optimization Event Promotion Featured Market Research Paid Media Reporting and Analysis Web Design & Development

Capabilities used

Franchise Marketing

About the Project

College H.U.N.K.S. Hauling Junk and Moving (CHHJ) started their mission to move the world in 2003, when 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 donates two nutritious meals through its partnership with U.S. Hunger for every move booked, 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:

Connected TV, Media Planning & Buying, Organic Social, Analytics & Custom Reporting

THE PROBLEM:

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.

THE SOLUTION:

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 a system-wide trial where 92% of 183 locations hit a profitable ROAS in a slow season, Anderson Collaborative became College Hunks' national Connected TV partner. What began as a 28-campaign per-franchisee pilot returning 16.5x to 18.8x in its first months is now a consolidated national program across eight tiers, and we built the custom analytics platform that proves it. Every CTV dollar is matched deterministically back to a booked, revenue-generating CRM job, with a maturity-aware ROAS dashboard for every franchisee and a command center for HQ.

Through June 2026, the program has driven $14.5M+ in verified, CRM-matched revenue on $1.32M of media, a conservative 10.9x floor and 14.0x across fully matured months, from 20,785 revenue-generating jobs booked and 59% more households reached year over year. The 98.2% completed-view rate shown alongside these reach figures reflects the share of video starts that played through to the end. A held-out control validated the lift: exposed households convert at a roughly $82 incremental cost versus $121 for the unexposed control.

“Anderson Collaborative has been a long time partner of ours and has patiently worked with us to get CTV launched throughout our brand. The payoff has been immediate with a strong Return on Ad Spend and increase visibility and impression building for our brand. The team there is easy to work with and works tirelessly to get the best results in each campaign.” - Mary Mills, VP, Marketing at CHHJ

Organic social compounds on top of the paid program. In the latest period, College Hunks' Facebook and Instagram drove 2.4M organic views, 51,200 profile and page visits, and 28,800 outbound clicks, with Instagram views up 34.8%, Facebook page visits up 119.9%, and the second-fastest follower growth in the junk-removal and moving category.

“I've worked with plenty of agencies that promise results. Trevor and his team deliver, with precision, clarity, and data that doesn't lie. Every campaign feels like a calculated moon landing: nothing is left to chance, every move is strategic, and the ROI speaks louder than any fancy pitch deck.” - Joe Fortunato, Performance Marketing Director at CHHJ