How Milkyano built a high-performance content engine for Melbourne's most-reviewed exterior cleaning company — producing scroll-stopping video and graphics that turned their 350+ five-star reputation into a brand people actually remember online.
growth in organic social
reach within 6 months
increase in inbound enquiries from social
faster inventory-to-content turnaround per job
Mr Sparkle Window Cleaning & Pressure Washing is Melbourne's most-reviewed exterior cleaning company, based in Bayside and servicing 40+ suburbs. Founded by Tony, they offer a full range of services — window cleaning, house washing, roof and gutter cleaning, pressure washing, driveway cleaning, and solar panel cleaning — backed by $20M public liability insurance, WorkSafe Victoria certification, and police checks.
With 350+ five-star Google reviews and a 100% satisfaction guarantee, Mr Sparkle competes on quality and professionalism, not price (minimum job rate: $550).
When they partnered with Milkyano, the reputation was there — but the content wasn't. Inconsistent social media and unformatted before-and-afters weren't reflecting the quality of their work. Milkyano was brought in to fix that.
When Mr Sparkle came to Milkyano for content, they were sitting on a goldmine they weren't using. Every single job was a potential piece of content — dramatic before-and-afters, cinematic footage of pressure washers clearing years of grime, spotless windows on multimillion-dollar Bayside homes. But none of it was being captured, formatted, or posted in a way that converted viewers into customers. Their feed looked like an afterthought for a company that was anything but.
No consistent content strategy — posts went up sporadically with no rhythm, no visual system, no hook structure
Before-and-after photos were taken on-site without creative direction — flat, unimpressive, forgettable
No video content at all — one of the highest-performing content formats for home services was completely absent
No brand voice in captions — copy was generic, lacked personality, and didn't reflect the premium positioning of the business
No content calendar — there was no plan connecting seasonal cleaning demand (spring, pre-sale, post-winter) with content output
High-value services like solar panel cleaning and house washing were undersold or completely absent from their feed
STRATEGY 01
Video Content Production
Cinematic job videos that make people stop scrolling
We developed a full video content framework for Mr Sparkle — short-form job videos shot and edited specifically for Instagram Reels, Facebook, and TikTok. Each video followed a proven structure: a dramatic opening shot of the dirty surface, the satisfying transformation mid-clip, and a clean reveal with the Mr Sparkle branding lock-up at the end. We directed shot lists tailored to each service type — pressure washing driveways, house soft-washing, window cleaning on multi-storey homes, and roof cleaning — so every video looked intentional and on-brand, not just a phone clip from a technician on-site. The format tapped directly into the most algorithmically rewarded content type in home services: the satisfying clean.
STRATEGY 02
Before & After Graphics
Before-and-after graphics with a format built to convert
Before-and-after content is the single most powerful format for home services — but only when it's executed with visual discipline. We redesigned Mr Sparkle's entire before-and-after content system: a consistent graphic template with clean split-screen layouts, the Mr Sparkle logo and colour system applied across every post, suburb callouts to trigger local recognition ("Brighton · Window & Solar Clean"), and service-specific copy that spoke to the outcome, not just the action. The result was a feed that felt like a premium portfolio rather than a random collection of job photos — every post reinforcing Mr Sparkle's positioning as Melbourne's most professional exterior cleaning brand.
STRATEGY 03
Caption Writing & Brand Voice
A distinct brand voice that turns viewers into enquiries
Generic captions kill great content. Mr Sparkle had the visuals — what was missing was copy that converted. We developed a defined brand voice for their entire social presence: direct, confident, and proudly Melbourne-local. Every caption we produced followed a hook-body-CTA structure designed to stop the scroll in the first line, deliver the value or result mid-copy, and close with a clear, low-friction call to action. We wrote caption suites for each service type — pressure washing, solar cleaning, window cleans on high-rise homes — using language their Bayside clients actually responded to. Over time, this voice became the connective tissue across every post, making Mr Sparkle's feed feel intentional and authoritative rather than reactive and ad-hoc.
STRATEGY 04
Promotional Graphics & Ad Creatives
Static graphics built for paid and organic performance
Beyond job content, we produced a suite of promotional graphics for Mr Sparkle — service highlight posts, seasonal offer graphics, review showcase tiles featuring real customer quotes pulled from their 350+ Google reviews, and suburb-specific ad creatives for Meta campaigns. Every graphic was produced within a tight brand system: consistent use of Mr Sparkle's colour palette, bold typography, and a visual language that communicated premium without over-designing. The review showcase format in particular became one of their highest-performing organic post types — combining social proof with brand recognition in a single, shareable graphic that parents and homeowners genuinely saved and forwarded to neighbours.
STRATEGY 05
Strategy & Consulting
A growth strategy built for scale
Beyond execution, Milkyano worked closely with Tony and the Mr Sparkle team on the broader content strategy — mapping seasonal peaks (New Year fitness surges, mid-year clearance, Black Friday/Cyber Monday), building coordinated campaigns around each, and creating a live reporting dashboard giving the founding team full visibility across channels. Monthly strategy sessions ensured every dollar was intentional, traceable, and compounding toward the next stage of retail and digital scale.
Within 6 months of Milkyano's content engine going live, Mr Sparkle's social presence began working as hard as their reputation — turning every job into a lead-generating asset.
Growth in organic social reach across Instagram and Facebook within 6 months of content strategy launch
Increase in inbound enquiries attributed to social media content — DMs, link clicks, and profile visits
Faster content turnaround per job — from raw footage to published post — after on-site direction system launched³
core services consistently represented in content — no service left undersold or absent from the feed
Increase in post saves and shares — driven by review showcase graphics and before-and-after transformation content
Melbourne suburbs represented in suburb-tagged content — building hyper-local recognition across their full service area
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