Home Instead Texas

The Home Instead Texas network spans multiple franchise locations across the state, each independently owned but united by the same values. The challenge and the opportunity was to make that shared identity feel locally rooted in every community it serves.

With 12 locations operating autonomously across a vast region, Home Instead Texas had no consistent social media presence. Each franchise was left to manage its own content, which led to inconsistent visuals and messaging, and no real sense of a shared story. In a sector where trust and emotional connection drive decisions, the brand needed a strategy that could operate at scale without losing the warmth and local authenticity that makes Home Instead different.

We built a statewide content programme anchored by a single campaign idea: A Story in Every Home. Quarterly on-location shoots with real clients and caregivers across Texas gave us a library of genuine, heartfelt content, unique to the region and the people in it. From those shoots we produced 16 organic designs per month, distributed across all 12 locations simultaneously, alongside enhanced motion graphics, static quote cards, and service-led posts. Monthly planning sessions with franchise owners kept the strategy aligned, responsive, and commercially focused at every stage.

In Q2 alone the programme delivered 205,934 organic views, a 60% increase in interactions, and a 22% rise in daily reach across the network. Individual locations saw dramatic growth, with some recording follower increases of over 600% and view uplifts of more than 500% quarter on quarter. The A Story in Every Home campaign gave the entire Texas network a consistent, emotionally compelling presence for the first time, one that feels local, human, and unmistakably Home Instead.