When a brand team deploys a successful marketing campaign, the effects are transformative. But that impact is multiplied many times over when the brand sells through a franchise network—because transformation occurs across hundreds or even thousands of independently owned businesses, all at the same time. And it's not just topline revenues that feel the benefit. Every aspect of the business—from hiring at the local level to the franchise development pipeline at HQ—rises with the tide created by a truly successful, properly deployed marketing and advertising campaign.
In 2024, there were plenty of franchise marketing campaigns to review. A steadily growing economy and slowing inflation, combined to create an environment filled with opportunity for just about every franchise category—from quick-service and fast-casual restaurants to home services, to childhood education and beyond. But good economic fundamentals alone don't guarantee success. A franchise brand has to find a way to cut through the clutter of crowded marketing environments and deliver a message that conveys its unique promise—while also driving real demand toward the franchisee's location.
IWe combed through dozens of 2024 campaigns to pick out a few that exemplified the art and science of franchise marketing at its best. Below—our favorite five.
Best Viral Franchise Marketing Campaigns of 2024
Goldfish Swim School—"The Golden Years Are Here"
Founded in 2006, Goldfish Swim Schools is on a mission to teach kids how to have fun, get fit, and stay safe in and around the water. Over the past 19 years, the brand has grown from its humble roots to more than 300 schools across the country, and today delivers more than 10 million swim lessons annually. More than 85% of the brand's franchisees are multi-unit owners, which is a testament to the success of the operating formula—and the sheer joy that stems from the brand's mission.
With the campaign "Their Golden Years Are Here", the brand focused on fostering success for every student, every family, and every franchisee. With a truly multi-channel, integrated focus, the campaign utilized a printable calendar device to help all these different audiences plan out their goals and to celebrate achieving them—in the schools, at home, and on social media. By ramping up engagement in the physical environment of the schools, and helping families bring the fun home to the front of the refrigerator, Goldfish created a truly immersive experience for the brand and its franchisees—and the accelerated growth in locations is a sign of that success!
Hyatt Hotels: "Be More Here"
At the Sundance Festival for 2024, Hyatt kicked off a partnership with the MasterClass program, focused on driving membership in the Hyatt Hotels Loyalty Program, and delivering a remarkable collection of experiences rooted in the concept of well-being and showcasing the unique attributes of hundreds of different Hyatt properties. The MasterClasses covered a variety of topics, from arts and entertainment to business, culinary specialties, and more. The brand combined these experiences with another partnership with HeadSpace, becoming the only hospitality company to offer guests a complimentary sampling of Headspace's premium colored-noise collection—all in an effort to help support guests' personal well-being journeys. As a result, the brand experienced some well-being of its own, with loyalty program membership increasing an incredible 22% year over year, to a staggering 51 million members.
Kumon Learning Centers: "Kumon Connect"
With more than 26,000 learning centers in 50 countries around the globe, Kumon has been a leader in early childhood education for nearly 70 years. And as passionate as the brand leaders are about learning, they are every bit as committed to franchisee success. That’s why the brand has held the #1 spot on “Entrepreneur Magazine’s Top 500 franchises for the past 23 consecutive years, and why it ranks in the top 1% of all franchises for brand strength.
In 2024, Kumon made a major push in the introduction of its award-winning “Kumon Connect” program into its North American locations, and the response has been phenomenal. In a world where hybrid has become the preferred solution to everything from automobiles to working locations, Kumon Connect creates a hybrid paper-digital environment to foster student success. And the franchise network has lit up as a result. In fact, hundreds of new Kumon locations are opening nationwide, showing that massive size in a franchise network doesn’t have to be a barrier to rapid, continued growth.
Energie Fitness: "Girls Just Want To Have Sun"
As the United Kingdom's premium gym franchise, Energie Fitness boasts a network of more than 125 clubs in the UK, Ireland, Spain, Scotland, the USA, the Middle East, and a fanatically enthusiastic member base. Local gym owners (the vast majority of the network), augment the brand's "premium yet affordable" vibe with their own unique personality and commitment to the community. And this formula—together with advertising creative that pushes the envelope, has helped to make the brand a continued success—so much so that the network is expanding into countries like Spain.
Ready to Create Your Own Viral Marketing Campaign?
Are you working on your own viral marketing campaign? Unfortunately, there isn't a formula for creating a viral moment with your brand's marketing. But if you take your lead after these top-performing brands, you can't go wrong.
Remember, not every marketing campaign has to go viral to make an impact. In fact, most campaigns won't. However, with the right strategies and marketing tools in place, brands can increase their likelihood of success. And who knows? The next viral marketing campaign you run could come right out of your own franchise network.
Unlock the full potential of your local affiliates for all kinds of marketing with The Franchise Marketing Playbook: The Templates, Campaigns and Tools That Help Multi-Location Brands Become Local Marketing Champions.
