Ace Hardware isn’t just a household name. It’s a household neighbor. With over 4,500 locally owned Ace Hardware locations across the U.S., the brand has become a model for how localized marketing drives national growth. 

More than 50% of Americans say they’re more likely to buy from brands that advertise locally, and Ace’s marketing strategy is rooted in that insight. From localized ads to influencer partnerships, Ace Hardware puts its focus where it matters most: right in the neighborhood.

National Reach, Neighborhood Roots

Ace Hardware strikes a balance between national branding and local connection. Corporate provides direction with campaigns around categories like paint, grills, power tools and home preservation. But at the store level where owners know their customers by name, the message becomes personal.

Each Ace Hardware store can adapt its product mix and promotions to meet local needs, making the brand feel less like a chain and more like a neighbor. It’s a strategy that resonates: 63% of consumers say brands in local ads feel more connected to their communities, something national campaigns often struggle to achieve.

Marketing That Sticks (Like Paint On a Wall)

One campaign that continues to inspire is Ace Hardware’s "SomeDay" initiative, which tapped into the universal urge to finally get around to that one project we've all been putting off. Originally launched on April 3rd—dubbed “Someday”—the campaign struck a chord with procrastinating painters everywhere. And while it's not brand new, the idea remains remarkably relevant in today’s marketing landscape.

Most recently, Ace brought new life to "Someday" by teaming up with four DIY influencers—Kelsey and Ryan Mansingh (@newbuild_newlyweds), Kristine Abram (@homewithkrissy), Melissa Tyler (@lakeandlumber), and Angel Dooley (@massachusettsmama). Each documented how they tackled delayed projects, like painting a hallway or a child’s room, sharing their journeys on TikTok, Instagram, and Facebook. 

Research shows that local influencer partnerships can improve reach by up to 50%, making this strategy both impactful and scalable. For Ace Hardware, collaborating with these influencers didn’t just generate relatable content it helped reach more women, younger shoppers and first-time homeowners, key audiences that continue to fuel the brand’s growth. 

For marketers looking to follow Ace’s lead, check out Flamel.ai’s Influencer Marketing Guide and discover proven localization tactics and step-by-step strategies to grow your franchise's presence.

The Cooperative Marketing Advantage

Ace Hardware isn’t a typical chain. It’s a retailer-owned cooperative. This structure empowers store owners to act as true brand stewards. Corporate supports them with creative assets and national advertising, but each local store has the autonomy to speak directly to its customers in a way that feels genuine and tailored. Franchises that build scalable, structured local marketing systems like this are better equipped to earn customer trust, align brand and franchisee goals, consistently generate high-quality local leads and prevent challenges that can arise when franchisees lack marketing resources.

High-Tech, High-Touch Marketing

Digital innovation is essential, but for Ace Hardware, it’s always in service of the customer relationship. Their website and mobile app act as the "front porch" to the store, streamlining online ordering while reinforcing the human connection. Orders aren’t fulfilled in some anonymous warehouse. They're prepped and delivered by local associates, often the same folks you see at the register.

This approach mirrors the kind of support Flamel.ai brings to franchise marketing teams. By using AI to quickly generate localized content—from social content to hyper-local ad campaigns—franchisees can maintain high-touch marketing with far less time and effort. Localized ads created with Flamel.ai can streamline workflows by 98%, meaning marketers spend less time coordinating and more time connecting with customers across multiple locations.

Why Localized Franchise Marketing Works

By leaning into their identity as helpful neighbors and empowering their stores to market authentically, Ace Hardware continues to win over new audiences, including younger shoppers, more women and first-time homeowners.

In a world dominated by big-box sameness, Ace Hardware’s secret is surprisingly human: be local, be helpful and stay true to your values. For any brand aiming to blend scale with sincerity, there’s a lot to learn from the helpful place.

Ready to bring your brand’s strategy down to the neighborhood level? Download Flamel.ai’s Influencer Marketing Guide to learn how to turn national campaigns into local content that connects and converts.

If you're in the pet care industry, you already know this: pets are family. And just like families, every community is a little different. That’s why localized franchise marketing isn’t just a nice-to-have. It’s essential to stand out in the competitive pet care market.

In fact, digital marketing is the most effective way to stand out to local audiences across your pet care franchise, as: 

• Social media delivers the highest ROI of any marketing channel for veterinary and pet care businesses, surpassing email and traditional media.
  
  

• Franchise digital marketing is integral to lead pet owners to book appointments and make purchases, with 56% of Gen Z and 32% of Millennials learning about products via social media.
  
  

• 40% of pet care marketers cite platforms like Facebook as a leading revenue driver for their brand.

Whether you’re running a pet grooming franchise, dog daycare or mobile vet service, connecting with customers in each local market makes a measurable impact with both current and future customers. That’s how brands like petbar saw a 64% increase in engagement after one month while investing in their own localized marketing.

In this post, we’ll explore why personalized franchise marketing matters more than ever, and how you can leverage it across Facebook, Instagram and digital advertising to grow every storefront.

The Local Advantage in the Pet Care Market

The pet care industry is booming. From 2025 to 2029 alone, the market is forecast to expand by over $101 billion, driven by factors like rising pet ownership. For pet franchises, the secret to staying top-of-mind isn’t more generic posts — it’s more relevant ones.

Localized marketing lets you:

• Show up where your customers are, in their feed and in their cities.
  
  

• Tailor offers, events and promotions to each local area.
  
  

• Build trust by speaking directly to pet parents in your community.

A customer in Austin wants to know about your dog wash deal this weekend. One in Chicago might be looking for winter paw protection tips. Personalized social marketing allows different franchise locations to create content that connects with people in their areas, boosting their engagement and following.

Pet Advertising With Meta Ads: Target Locally, Scale Nationally

Meta’s advertising on Facebook and Instagram is built for hyper-targeted local marketing. Today, localized social ads return $5 for every $1 franchises spend, proving that multi-location businesses need to run these types of ads in order to connect with their local audiences. With the right tools, you can run personalized franchise marketing campaigns that:

• Dynamically update city names, services and locations.
  
  

• Auto-target people near each franchise location.
  
  

• Launch dozens of hyper-local campaigns from one dashboard.

While this work was previously arduous and time-intensive, AI technology makes the process of creating ads with content localized per location easier than ever before. It also ensures that campaign targeting is effective, reaching the right audience per storefront.

Pet Care Marketing on Organic Social: From One Size Fits All to Every Store’s Unique!

Your Instagram and Facebook posts are the face of your brand, but what if every location had a feed that felt local, promoted events and specials by location and shared photos and videos of their actual customers and pets? 

There’s certainly a demand for this on the consumer side. 55% of consumers specifically want more local businesses to collaborate online or support local events, emphasizing the value of personalized franchise marketing.

When looking at pet care marketing on organic social, personalization makes your brand feel neighborly. It helps franchisees share:

• Local events and promotions
  
  

• Regional pet trends (think: flea season or winter coat tips)
  
  

• Community partnerships, such as adoption drives
  
  

• User-generated content, such as before and after photos of freshly groomed dogs

With a platform like Flamel.ai, pet franchises can create custom, localized content at scale. Flamel.ai helps pet care franchises turn every location into a marketing powerhouse, with AI-driven tools that create, localize and launch content across every single shop and the markets they serve.. 

Personalized Franchise Marketing = Growth

Localized pet care marketing isn’t just about “feeling local.” It drives real results, as 78% of local businesses directly attribute revenue growth to social media initiatives, particularly via Facebook and Instagram.

• More relevant ads = more clicks
  
  

• More local engagement = more foot traffic
  
  

• More trust = more long-term customers

Whether you’re scaling your first five locations or hitting 500, marketing localization that’s fueled by AI and franchisees’ desire to tap into their local markets will set your brand apart in the crowded pet care industry.

Curious how Flamel.ai will work for your brand? Schedule a demo.

Massage Envy, a top provider of massage and skincare services in the U.S., is proving that great marketing starts with genuine community connection. By highlighting local therapists and forming strong influencer relationships, the brand is investing in a localized approach that not only strengthens individual franchise markets but also supports national growth. And the payoff is clear, localization has been shown to increase search traffic by 47%, boost website visits by 70%, and lift conversion rates by 20%.

Real Stories, Real Impact

Massage Envy's national campaign, "Where Better Careers Begin", shines a light on the meaningful careers of massage therapists. The campaign tells the stories of two exceptional professionals: Stephanie Hudson, a veteran continuing to serve through healing, and Linn Sandall, who found her calling after experiencing the benefits of massage herself.

This campaign was shot on location in Utah, these heartfelt testimonials ran across TV, radio, digital, and social platforms. By leading with authenticity, Massage Envy helps potential employees and clients alike feel a personal connection to their brand and the actual people behind it. The campaign strengthened engagement across Massage Envy locations, from coast to coast.

Influencer Partnerships That Work

Beyond advertising, Massage Envy has embraced wellness influencer collaborations to expand its reach. By partnering with massage and skincare influencers who had loyal, local audiences, they tapped into a powerful driver of engagement and trust. In fact, 63% of consumers say they're more likely to purchase products recommended by trusted influencers, making these partnerships a smart strategy for boosting visibility and bookings. As part of the program, influencers received free monthly treatments in exchange for sharing honest reviews and experiences.

These long-term partnerships weren't just promotional; they were personal. A dedicated blog series spotlighted each influencer's wellness journey and showcased the value of Massage Envy memberships. Results from these efforts speak volumes: the “Train Like a Pro” campaign generated over 2 million impressions and 110,000 engagements, targeting everyday athletes in select cities with localized influencer content. Meanwhile, another digital marketing strategy helped drive a 118% increase in click-through rates and brought in 35,000 new members through hyperlocal paid and organic campaigns.

This strategic use of influencer partnerships reflects a thoughtful approach to cause marketing. It supports voices in the wellness space who embody the values of care, connection, and consistency.

Interested in developing your own influencer marketing strategy? Whether you're building a national brand or boosting traffic to local locations, the right influencer partnerships can drive meaningful engagement and long-term growth. Download Flamel.ai’s Influencer Marketing Guide and discover proven localization tactics and step-by-step strategies to grow your presence.

Local Outreach with Heart

Massage Envy franchisees actively connect with community health centers and veterans' organizations, extending their mission beyond the studio. These grassroots efforts deepen community ties and make the brand feel both local and approachable.

Rather than chase celebrity influencers, Massage Envy collaborates with trusted local voices. These micro-influencers deliver highly engaged, niche audiences who are more likely to book wellness services. This level of trust is key. In fact, 70% of consumers say they rely on influencer recommendations when choosing a wellness provider.

This blend of local relevance and authentic engagement drives traffic to nearby Massage Envy locations and nurtures long-term loyalty.

Following the Wellness Trends of 2025

Massage Envy’s message aligns with both health and wellness trends and top wellness trends for 2025. Today’s consumers want more than just a service; they want connection, purpose, and a sense of well-being. Massage Envy's focus on storytelling, community, and career fulfillment taps into what people value most. This emotional resonance is key, up to 95% of purchasing decisions are driven by emotion, with 86% influenced by meeting needs like trust, security, and connection.

The Takeaway

Massage Envy has created a scalable marketing model that combines national reach with local heart. By lifting up real therapists, building genuine influencer partnerships, and staying aligned with evolving wellness trends 2025, the brand is setting the bar for franchise success through consistent, purpose-driven cause marketing.

Looking to build your own localized strategy with the help of influencer marketing? Download the Influencer Marketing Guide for Franchisors & Franchisees here for expert tips on creating authentic, scalable partnerships that drive real results.

• Find Influencers: Learn how to find influencers who align with your brand & local audience.

• Launch Cost-Effective Campaigns: Get tips on running high-ROI, cost-effective collaborations.

• Master Outreach & Negotiation: Use our email template and pricing breakdowns to secure the best partnerships for your business.

• Track & Measure Success: Get a plug-and-play tracking template to measure influencer impact.

• Maximize Engagement & Conversions: Learn why micro-influencers drive 60% higher engagement . . . and how to make the most of it!

Language moves fast, especially online. Every year, the internet invents a whole new set of words and phrases that go viral, make it into everyday conversations and “live in our heads rent free.” (If you don’t know what that means, keep reading. 😉) 

Whether you're trying to keep your brand relevant, decode Gen Z speak or just stay in the loop, we've rounded up the top 25 slang words of 2025 you need to know. Plus, we added a few favorites from the past few years that are still going strong.

👉 Want to see how things have changed? Check out our Social Media Slang for 2023 blog for a trip down memory lane.

Now, let’s “lock in.”

🔥 Top 25 Slang Words Of 2025:

• The Ick: A feeling of sudden repulsion or cringe toward someone or something, often during dating.

  • Example: He was chewing with his mouth open and I got the ick immediately.
    
    

• Aura: The vibe or energy a person or thing gives off. It’s usually good, but can also be “negative aura.”

  • Example: That vintage bookstore has a cozy aura. His constant complaining? Negative aura.
    
    

• Living Rent Free: When you can’t stop thinking about something, usually a person, moment or meme.

  • Example: That new song is living rent free in my head.

• Crash Out: Having a meltdown or emotional outburst, sometimes triggered by stress or drama.

  • Example: She crashed out after reading all the negative comments.
    
    

• OPP: Short for “opposition” or “opponent.” Used to refer to someone you don’t like or don’t trust. Countless diss tracks are dedicated to their authors’ opps.

  • Example: He hangs out with the opps now? Wild.
    
    

• Mid: Something that’s mediocre or underwhelming.

  • Example: That movie was hyped up but ended up being very mid.
    

• “W” or “L”: A win or loss. Used to rate people, actions or moments.

  • Example: Bringing snacks to the function? W. Forgetting the aux cord? Major L.
    
    

• No Cap: No lie or seriously. Used to emphasize honesty.

  • Example: That concert was the best night of my life, no cap
    
    

• Slaps: Something that goes hard and is awesome, especially music or food.

  • Example: This playlist slaps. Who made it?!
    
    
    

• Period: Used to emphasize a statement and shut down further discussion.

  • Example: She’s the best to ever do it. Period.
    
    
    

• Grindset: A mindset focused on non-stop self-improvement and hustle culture.

  • Example: He’s deep in his grindset era—gym, work, repeat.
    
    
    

• Lock In: To focus completely and block out distractions.

  • Example: Finals week is here. Time to lock in.

• Delulu: Short for “delusional,” usually said jokingly about unrealistic hopes or crushes.

  • Example: He liked my Story. I’m probably being delulu, but maybe that has a deeper meaning!
    
    

• ATE: Did something flawlessly. Crushed a task with no flaws or crumbs left behind.

  • Example: That outfit? She ate. No crumbs.
    
    

• Bet: A way to say “okay,” agree to something, or accept a challenge.

  • Example: You down for trivia night? Bet.
    
    

• Soft Launch / Hard Launch: A soft launch subtly hints at a new relationship (like a hand in a photo). A hard launch is the full reveal.

  • Example: She posted his elbow. That’s a soft launch. Two weeks later, she hard launched him on socials.

• Vibe Check: A quick read on someone’s mood or the overall energy in a room.

  • Example: Walked into the party and failed the vibe check instantly.
    
    

• Situationship: A romantic or flirty relationship without clear labels or commitment.

  • Example: We don’t see other people but we aren't official. . . it’s kind of a situationship.
    
    

• Brainrot: When you’re obsessively into something, especially memes or media, to the point it’s consuming your brain.

  • Example: That TikTok soundbyte that’s been in my head all day? Absolute brainrot.
    
    

• BFR: Short for “be for real.” Used when someone says something outlandish or unbelievable.

  • Example: You think pineapple belongs on every pizza? BFR.
    
    

• Out of Pocket: Inappropriate, wild or uncalled for behavior or comments.

  • Example: That joke was way out of pocket, dude.

• Beef: Ongoing drama or conflict between people.

  • Example: There’s serious beef between those two actors.
    
    

• Drip: Stylish or flashy fashion, especially outfits that stand out.

  • Example: That drip is next level. Where’d you get that jacket?
    
    

• Glow Up: A major positive transformation, physically, mentally, or emotionally.

  • Example: Her 2020 to 2025 glow up? Unreal.
    
    

• Fit Check: Showing off or rating your outfit. Usually done on video or in a mirror.

  • Example: Fit check before the concert: boots, crop top, leather jacket. Let’s go!

Top 5 Slang Words That Are Still Hanging Around

Some words just hit different . .  . and they're not going anywhere anytime soon!

• It’s giving: A phrase used to describe the vibe or impression of someone or something, usually in a positive or sarcastic way.

  • Example: Her outfit is giving me 90s nostalgia. It’s giving iconic.
    
    

• Tea: A noun meaning gossip, drama or juicy information. Often used with “spill” or “sip” to indicate sharing or enjoying tea.

  • Example: Spill the tea! What did he say? I’m just here sipping my tea.
    
    

• Rizz: A term derived from charisma, meaning the ability to attract or charm someone, especially romantically.

  • Example: He has so much rizz, he can get any girl he wants.
    
    

• Sus: A shortened form of suspicious, meaning shady, sketchy or dubious. Often used to accuse someone of lying or hiding something.

  • Example: Why are you acting so sus? What are you hiding?
    
    

• Slay: A verb meaning to impress, succeed, or dominate. Often used to compliment someone who looks amazing or does something remarkable.

  • Example: She slayed that performance. You slay, queen!

From “delulu” daydreams to “grindset” goals, today’s slang captures what we value and what we love to laugh about. If you're a brand looking to stay relevant on social media, consider this your go-to cheat sheet. 

Just remember: timing and tone are everything. Use these terms authentically, or you might just give everyone . . . “the ick”.

Of course, new slang drops fast, but that doesn’t mean older phrases are out of style. Some 2023 hits are still going strong. Want to see how far we’ve come? Check out our Social Media Slang for 2023 blog for a little throwback and maybe a few words you’re still using today.