At ANCHOVY. we specialise in taking businesses to the next level. We explained how we did it with New York Best, and this time we’re going to talk about how we helped Briiz– a local cleaning company — grow their business by over 400%.

Introducing Briiz

Briiz launched in early 2015, and at almost 2 years old the company is still in its infancy. Despite this, Briiz has been on quite the business journey, and has also exceeded most expectations.

Briiz came about after identifying a niche in the local cleaning industry, which was the lack of on demand cleaning services. After identifying this need in the market, we knew we had to do something and everything fell into place from there, and since we have the digital marketing expertise to take a company from 0 to success the challenge put forward to us by Briiz was too good not to accept.

How ANCHOVY. Helped Briiz

Briiz was an important project for two reasons: firstly, this was the second time my brother and I were co-founding a company, and secondly we were playing both client and agency roles since in ANCHOVY.’s eyes Briiz was a client.

By making Briiz ANCHOVY.’s client we had full control on both the direction and the creative strategy for the company.

Since we had, and still have, a well-organised digital team in place, the battle was half won from the get-go but that doesn’t mean there weren’t any challenges when it came to making Briiz a “household name” in Malta.

From the initial idea, to the actual building and implementation of what Briiz is today, everything was done in-house at ANCHOVY.

Here’s what we did to get our ideas off the ground, and into people’s homes and businesses.

The Work Involved in Launching Briiz

The Name

Ask anyone how they feel about cleaning and chances are they’ll say that they hate it. At Briiz we wanted to put the fun back into cleaning and essentially make it a breeze. With this in mind it was only natural to build on the idea of making cleaning a breeze — and after going back to the drawing board several times the name Briiz was born.

The Tagline

One of the first tasks we did for Briiz, in terms of branding, was creating the tagline. Which is:

“Making Cleaning A Briiz”

The idea behind this actually came from the “humble” beginnings of Briiz.

Briiz has its roots as a cleaning company for luxury yachts that visited Malta during the summer time, so it seemed fit to make the tagline represent that “summer feeling” in Malta.

This tagline is still with us today but as I’ll explain later on, Briiz has expanded and is now more than just a yacht cleaning company.

100% Focus on Digital Only

Since day one, all of Briiz’s marketing efforts have been exclusively focused on digital.

Just like our work with New York Best, we fully believed and still believe in digital over traditional media so that of course was our course of action with Briiz.

Creating A Website from Scratch

We wanted to be the first cleaning company that is exclusively based online, which means that all cleaning services can be booked directly from our website — and pretty soon from our mobile app.

Perfecting the Online Booking Process

One of the main challenges we had was perfecting the booking process, but more than that it was actually educating the people in getting used to the whole “online booking” concept.

Since Briiz is a service-provider potential customers were quite weary of using our online booking system.

During the initial stages, we were getting the majority of our bookings offline, mainly through calls and texts but today that has completely flipped around and 80% of our booking come through online and only 20% offline.

The Focus on The User Experience

One of the main challenges we had was perfecting the booking process, but more than that it was actually educating the people in getting used to the whole “online booking” concept.

Since Briiz is a service-provider potential customers were quite weary of using our online booking system.

During the initial stages, we were getting the majority of our bookings offline, mainly through calls and texts but today that has completely flipped around and 80% of our booking come through online and only 20% offline.

Branding

The Branding

The tagline, the brand colours, the logo and everything in between was done by ANCHOVY.

This was easily managed since we represented both sides of the coin with this project so we were able to take what’s on our mind and easily make it reality.

Optimizing Briiz For Conversions

Briiz was one of the first companies we put through the process of our new service; ConvRes™.

This product is now being used by international companies such as LufthansaNemea BankVisa and more but it was first tried and tested on Briiz.

The conversion funnel Briiz had, now known as ConvRes™, operates on a perfected process that allows us to confidently set goals and achieve them.

Opening Our First Physical Location

Once the online side was perfected, it was now time to move on and try the physical side of this business, thus we decided to open up our first physical location at Luxol Grounds Malta.

The location was used for our car cleaning service, which we have since stopped. But not for long, since we are now ready to re-launch a car detailing service which, in true Briiz fashion, will be another revolutionary step in this business. STAY TUNED!

Various PR Events Around Malta

Once the online side was perfected, it was now time to move on and try the physical side of this business, thus we decided to open up our first physical location at Luxol Grounds Malta.

The location was used for our car cleaning service, which we have since stopped. But not for long, since we are now ready to re-launch a car detailing service which, in true Briiz fashion, will be another revolutionary step in this business. STAY TUNED!

A Fully Optimised Digital Marketing Strategy

As stated already, our advertising strategy was 100% digital from day one, so of course, I can’t talk about the success of Briiz without going through the work we did online:

Google Search Campaigns

As the first local digital agency with a Google Partnership badge, we understand the importance of creative ad targeting and re-marketing when it comes to advertising to consumers online.

Despite Briiz being a company that we fully own and control, we still had to make sure that we deal with it as if it were another client and one of the things we do when handling a new client is finalise the monthly budget.

For Briiz we started off with a small budget so the strategy we adopted was to heavily market for the first week of the month, and then handle all the requests and work necessary for that month.

This way, we easily minimized the cost of our advertising campaigns, which allowed us to grow quickly and get the results we wanted, all the while staying within budget.

Facebook Marketing

Facebook was also something we worked on by building the Briiz Facebook page which you can see here.

With clever targeting, great content and using trends to create a buzz around the brand, the page now boasts over 4,800 followers that engage with the brand on a daily basis.

Email Marketing

One of our biggest source of leads for Briiz is email marketing.

Today, Briiz has a subscriber base of over 2000+ engaged customers and its growing on a daily basis. Proving that email definitely isn’t dead.

Landing High Profile Clients

Briiz is now trusted by major companies and outlets in Malta such as Lidl Supermarkets, Mr Green, New York Best, eCabs and others for their cleaning needs.

It’s now apparent that the hard work is paying off and we are very happy to be partnering with such establishments.

The “Sudden” Growth of Briiz: From 2 to 24 Staff Members

Briiz started with me and my brothers seeing an opportunity and then making it happen. Today, Briiz employees 4 supervisors and 20+ cleaners.

It’s been great to see this company grow and flourish into what it is today and we are very proud of the work we did.

You can read all about the “Team Happiness” initiative for our employees here.

SMS Marketing

One of our biggest source of leads for Briiz is email marketing.

Today, Briiz has a subscriber base of over 2000+ engaged customers and its growing on a daily basis. Proving that email definitely isn’t dead.

Where are Briiz & ANCHOVY. Headed Next?

As with our partnership with New York Best, Briiz and ANCHOVY. will continue moving forward hand in hand and growing steadily together.

As for Briiz, there are new services launching very soon, including:

● A new home ironing services.

● Car detailing / valeting lounge.

● Window cleaning for commercial and residential high-rises.

As already mentioned, we’re also hard at work on the Briiz app which will be available to download very soon.

In Closing

If you’d like to know more about ANCHOVYvisit our website and also follow our publication on Medium, which is where we will be publishing more content in the coming days and weeks.

As for Briiz, you can see our continuous journey to “making cleaning a Briiz” on our website and on Facebook.

What has ANCHOVY. Got Planned Next?

ANCHOVY. will continue its evolving and “disruptive” practices when it comes to digital marketing in Malta and Dubai.

Right now our main focus is ConvRes™, the system perfected by Briiz and used by worldwide brands to drive conversions and increase revenue.

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