Case Study: Farnum Insulators

44% View Growth Across the Slow Season

Humanizing the Brand to Drive Social Performance

How we turned the slow season into a strong quarter by showing the crew in action and making insulation services relatable.

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New Hampshire A person in protective clothing uses a tool to cut into an insulated ceiling, seen through the screen of a smartphone. Marketing Agency

We took Farnum Insulators’ social media from solid to standout across Q1, a typically slower month. How’d we do it? Human-first content. That meant showing the crew in action and highlighting services from a human, everyday perspective, making the content more relatable for their audience.

This is how we turned brand humanization into measurable growth.

The Client

Farnum Insulators is a New England insulation contractor known for quality work and reliable service. With strong expertise and a loyal customer base, they had the foundation for growth. What they needed was a social media presence that reflected their team, their work, and their values in a way that resonated with their audience.

The Challenge

Before partnering with Freitag, Farnum Insulators' social media lacked a clear direction. Their audience showed interest, but the content didn't consistently highlight the human side of the business or the everyday work that sets them apart.
Q1 is typically the slowest stretch for visibility and engagement, which made it even more challenging to maintain momentum.

The goals were clear:

Grow reach and visibility across Facebook and Instagram.
Increase engagement by making content more relatable and accessible.
Showcase the team and services from a human, everyday perspective.

What we did

We built a social media strategy focused on humanizing the brand and making the content more accessible to the audience.

Human-Centered Storytelling: We shifted the focus to content showing the crew in action, highlighting everyday work and real projects rather than polished promotional messaging.
Relatable Service Highlights: Services were presented from a practical, easy-to-understand angle, making them more relevant to the audience's needs.
Consistency and Strategy: We maintained a posting schedule that kept the brand visible and engaged with followers throughout the quarter.

The approach made Farnum Insulators' social channels feel less like a corporate feed and more like a window into the team and the work they do every day.

The Results

Despite Q1 being the slowest stretch of the year for home services,
Farnum Insulators saw strong growth across both platforms:

Facebook views increased 44.1%

Instagram views increased 44.6%

Facebook reach grew 46.9%

Instagram reach grew 63.1%

Facebook link clicks grew 34.3%

Instagram followers grew 44.4%

These numbers translate into real business impact:

More reach means more people in their service area now know who Farnum Insulators is.

Higher engagement means potential customers are stopping to pay attention instead of scrolling past.

More followers mean a growing audience more likely to choose Farnum over competitors.

Link clicks are people actively seeking more information, moving closer to becoming customers.

In a slow season when competitors go quiet, this kind of visibility builds the brand recognition that turns into calls when the busy season hits.

The Takeaway

Farnum Insulators already had the expertise and the team to stand out. What they needed was a social media strategy that put a human face on their work and made their content more accessible.
This is how brand humanization and team visibility translate into real results: reach, views, and engagement that reflect real interest.

Ready to spark the same kind of growth for your brand? Get in touch and let’s make it happen.

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