Roto-Rooter was evolving its brand with a new platform, "Leave Plumbing to the Pros", at a time when consumer behavior had fundamentally changed. Today's first-time homeowners aren't their parents. They aren't reaching for the Yellow Pages or even starting every search on Google. They're turning to TikTok, Instagram, and creators they trust for advice on everything from DIY projects to homeownership. The challenge was introducing a more authoritative brand message without feeling intimidating, while staying relevant in the spaces where the next generation of homeowners actually spends their time.

We reimagined social as the engine that fuels the "Leave Plumbing to the Pros" narrative, creating content that positions Roto-Rooter as the trusted expert while remaining approachable, helpful, and culturally relevant. Rather than simply promoting services, we developed channel-specific creative that met audiences where they were; educating, entertaining, and building confidence in the brand.

To extend that reach, we partnered with influencers across niche communities, from DIY and home improvement to lifestyle and first-time homeownership, allowing the message to feel authentic within the feeds consumers already trust. This social-first approach supported the national brand rollout, expanded Roto-Rooter's presence beyond traditional paid media, and helped establish a consistent brand voice that could scale nationally while still resonating on a personal level.

The result is a modern marketing ecosystem that reflects how today's homeowners discover, learn, and engage, turning social into more than a distribution channel, but the foundation of the brand's evolving story.

• Judge’s Choice Award: Doe-Anderson Advertising – Social Media, Roto Rooter Soak & Smoke Social

• AAF Silver ADDY – Out-of-Home Campaign: Roto-Rooter OOH Campaign

• Gold ADDY: Social Media – Single Execution