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Case Study: Calibre Cleaning
- By The Sprout PR
- Sat 01, 2025
Calibre Cleaning is a premier cleaning company based in Australia, founded by Rocky Vuong, who built the brand from the ground up after discovering an online guide on launching a cleaning business. Over nine years, Rocky transformed a small startup into a thriving enterprise with an annual revenue exceeding $3.4 million, offering comprehensive cleaning services — from residential and commercial cleaning to specialized deep, oven, roof, and driveway cleaning.
While Calibre Cleaning had achieved a strong digital foundation and local recognition, it sought to move beyond organic SEO to become a household name in Australia’s highly competitive cleaning industry.
Client Goals
Calibre Cleaning approached The Sprout PR with the goal of strengthening its reputation, expanding its reach, and establishing the brand — and its founder — as recognized authorities in the home cleaning space.
The campaign’s objectives were clear:
Build nationwide credibility through earned media placements in high-authority publications.
Drive traffic and brand discovery beyond SEO efforts.
Enhance Calibre Cleaning’s domain authority to boost long-term visibility.
Position Rocky Vuong as a thought leader, highlighting his entrepreneurial story and industry expertise.
The Challenge
Despite a strong SEO strategy and consistent online presence, Calibre Cleaning faced limited brand visibility and audience reach due to high competition in the home services industry. Organic ranking alone was insufficient to establish authority or differentiate the brand from local competitors.
The company needed credible third-party validation and sustained press visibility to elevate trust, attract new customers, and strengthen its leadership position in Australia’s cleaning market.
Strategy Implemented
The Sprout PR developed a data-driven digital PR and media visibility campaign focused on securing Tier-1 media placements, expanding Calibre Cleaning’s digital footprint, and amplifying the founder’s story as a modern entrepreneurial success.
1. Targeted Media Outreach
The campaign prioritized features and expert commentary in top-tier lifestyle, business, and home publications to reach both B2C and entrepreneurial audiences. Tailored pitches emphasized the company’s expertise in cleaning innovation, home care trends, and sustainable practices.
2. Thought Leadership Positioning
Rocky Vuong was positioned as a credible voice on business growth and customer relationships in the cleaning industry. Interviews and profile features in outlets like Authority Magazine, VoyageMIA, and Valiant CEO showcased his leadership journey — from call center employee to industry leader.
3. Expert Commentary Integration
The Sprout PR secured inclusion for Calibre Cleaning experts in high-traffic articles and service guides, offering professional cleaning advice and practical insights in publications such as Forbes, Southern Living, AP News, Real Simple, and Yahoo Lifestyle.
4. SEO and Backlink Strategy
By earning features in high-domain publications (average DA 77+), the campaign strengthened Calibre Cleaning’s authority metrics and long-term organic ranking potential.
Results Achieved
The 120-day PR campaign achieved exceptional results and established Calibre Cleaning as a credible national brand:
42 pieces of media coverage across top-tier international and Australian outlets.
884 million audience reach with 10.6 million estimated views.
Domain Authority improved from 28 to 43, significantly enhancing SEO credibility.
Unique website visitors increased from 14.1K to 32.5K post-campaign.
Marked increase in inbound leads and sales inquiries directly following media coverage.
Positive customer engagement and testimonials reinforced brand perception and service quality.
Highlighted Media Coverage
| Publication | Article Title | Domain Authority | Monthly Visitors |
|---|---|---|---|
| Forbes | The 6 Best Portable Carpet Cleaners To Tackle Stains Around The House | 94 | 147.3M |
| AP News | How to Clean a Microwave the Right Way (and Keep It Clean) | 91 | 103.9M |
| Yahoo Lifestyle | Expert Shares Two Simple Ingredients to Keep Ants Away from Your Home | 92 | 3.4B |
| Southern Living | 15 Things You Can Clean If You Only Have 10 Minutes | 85 | 24.8M |
| Authority Magazine | Rocky Vuong on How to Build Lasting Customer Relationships | 94 | 37.3M |
| Valiant CEO | From Call Center to Cleaning Empire: The Rise of Calibre Cleaning | 68 | 58.3K |
| The Spruce | The 6 Best Hard Water Stain Removers of 2024 | 90 | 27M |
Impact of the PR Campaign
The PR efforts led by The Sprout PR delivered both brand credibility and tangible business growth. The campaign not only secured widespread national and international media recognition but also helped Calibre Cleaning transition from a search-optimized business to a trusted household brand.
Brand searches and customer inquiries rose significantly following major media placements.
The improved Domain Authority resulted in sustained organic growth and higher keyword visibility.
Founder Rocky Vuong emerged as an industry spokesperson, frequently quoted and featured across respected publications.
Conclusion
The partnership between Calibre Cleaning and The Sprout PR demonstrates the power of combining data-backed digital PR with authentic storytelling.
In just 120 days, the campaign repositioned Calibre Cleaning as one of Australia’s most credible and visible cleaning brands, solidifying its presence across lifestyle and business media.
By emphasizing real expertise, measurable results, and human storytelling, The Sprout PR turned a high-performing SEO brand into a nationally recognized authority — showcasing the effectiveness of strategic PR in driving sustained growth and reputation building.