How BAM Created Custom Video Creative To Transform Culligan’s Meta Advertising Results
Building Results Through Authentic Storytelling
Hall’s Culligan Water in Southern California operates some of the largest Culligan franchises in the U.S., serving thousands of homeowners across Los Angeles, San Diego, Orange County, and the Inland Empire. The challenge wasn’t awareness — people know water issues exist in California — it was differentiation. Competing in such a crowded market meant doing more than just promoting offers. Culligan needed to tell a story that built trust and felt real.
Previous paid social efforts relied heavily on static imagery and corporate-style creative focused on Free Water Tests and PFAS education. Results were steady, but they had hit a ceiling. That’s when BAM stepped in with a new approach: put real people, real stories, and real homes front and center — and use that authenticity to drive measurable growth.
Human Stories Perform Better Than Corporate Promises
Through decades of experience in home services, BAM has learned most consumers don’t connect with scientific water terms like PFAS or hardness. They connect with how those issues show up in daily life — cloudy glasses, dry skin, kids’ baths, cooking dinner. Those are the moments that hit home.
We also knew that short-form, mobile-first video outperforms static creative — in fact, it drives roughly 27% more conversions on Meta. Armed with this data, BAM developed a video-first strategy built around three pillars:
- Human connection: Real Culligan technicians and sales reps on camera.
- Local relevance: SoCal neighborhoods, real water issues, and regional culture.
- Social-first production: Every script and storyboard written specifically for Meta placements.
From Airbnb to Inbox: A Video Production Game-Plan.
Pre-production began in December 2024, when our team developed scripts and shot lists designed to capture authentic, relatable household moments — not staged ads. Production kicked off in January 2025, where we transformed a rented Airbnb into a production-ready home environment. Real Culligan employees served as on-screen talent, speaking naturally and unscripted.
Post-production focused on optimizing every piece for Meta — vertical framing, captions, hooks, and pacing built for thumb-stopping performance. By February 2025, the videos launched across nine Southern California dealerships with localized budgets and retargeting campaigns aimed at video engagers.
The Results
Metrics Don’t Lie: The Growth Was Real.
The data speaks for itself. Culligan SoCal’s video campaign outperformed every prior benchmark — proving that authenticity drives engagement and conversions.
Other Results:
- 40K total clicks — +100% increase
(Meta benchmark: 0.97% CTR / $2.50 CPC) - 65K sessions — +304%
- 51K unique users — +285%
- 1.6% conversion rate — +234% improvement
The campaign doubled ROAS, and Hall’s Culligan reported one of its strongest sales quarters to date.
Authenticity Wins. Localization Pays. Video Converts.
Here’s what we learned:
- Real people outperform stock creative. Genuine emotion translates through the screen.
- Localization matters. SoCal-specific visuals and messaging boosted relevance and lowered CPMs.
- Video converts better than static. Under-30-second cuts consistently drove the highest engagement and conversion rates.
- Creative and budget alignment is critical. Dealers who increased spend to give the video creative a fair test saw the biggest gains.
The Outcome: A New Blueprint For Paid Social.
What started as a creative experiment quickly evolved into a new model for Culligan’s Meta strategy. These videos proved that when storytelling, human connection, and data-driven execution come together, everyday service moments can transform into powerful brand stories.
The takeaway is simple: when you invest in authentic, localized video creative — and back it with smart media spend — your results will follow.
Want to drive real results for your brand on social media? Reach out to us at [email protected]
