Building a
Brand from
Zero
Not a brand that needed a refresh. An idea that needed to
become a company.
When FMHero came to LZR in 2020, they brought one thing: a logo. Everything else was open. No name recognition. No messaging. No website. No collateral. Just a genuinely good product concept in a category, refrigerant management, that had never been marketed like modern software.
FMHero set out to do something the HVAC/R industry hadn't seen: connect technicians, contractors, wholesalers, equipment owners, and manufacturers on a single integrated platform. That's a complex, multi-audience story to tell, and there was no marketing foundation to tell it with.
LZR didn't inherit a marketing program. We built one from zero.
Five audiences can't be reached with five disconnected tactics.
FMHero didn't need a vendor running one-off campaigns. It needed marketing leadership: someone to own the strategy, build the systems, and evolve them as the product matured. That's the fractional CMO model, and it's how LZR has operated for FMHero since day one.
A platform that connects five different audiences has to market as one engine. Brand, website, paid media, and content each feed the next, all pointed at the same outcomes: platform awareness, app installs, and long-term active users.
One Integrated Growth System
Brand & Messaging
Identity and positioning for every audience.
Website & Conversion
Living site built to convert, not just inform.
Paid Media
Installs and high-intent search at scale.
Social & Content
Keeps the message current as the product grows.
Built the whole engine. Then kept rebuilding it as FMHero grew.
A living conversion system, not a brochure
The first FMHero website launched in 2020. Today it's on its third iteration, not because the first two failed, but because the product kept evolving and the site had to evolve with it.
As the platform has grown, LZR has continuously built new conversion paths, dedicated landing pages, and product-messaging updates to match where FMHero is now, not where it was at launch.
v2
+112%
Paid Media
Finding what drives installs, then scaling it
LZR built and manages FMHero's paid media across Google's full stack: Search, Display, Demand Gen, Video, Performance Max, and App campaigns, testing aggressively and cutting what doesn't perform.
The strategy isn't spray-and-pray reach. It's finding the channels that actually drive installs and qualified engagement, then scaling those. Two clear winners emerged: a Google Play App Install campaign that became the workhorse for growing the active user base, and a Refrigerant Keyword Search campaign capturing high-intent industry searches at the exact moment of interest.
5.63%
Click-through rate on Refrigerant Search, well above typical search benchmarks
3.81%
Interaction rate on the App Install campaign
+212%
30-day active app users, year over year. Paid isn't just buying installs, it's acquiring users who stay.
Figures reflect live, best-performing campaigns.
SOCIAL & Content
The connective tissue of the whole system
To message a product that keeps evolving, the content has to keep pace. LZR produces FMHero's ongoing social content and video, translating platform updates, features, and industry positioning into content that keeps the audience engaged and moves them toward the app.
Content drives traffic to the conversion paths on the site, paid media amplifies the strongest messages, and the whole system compounds. The +112% engagement lift on the website isn't a standalone web win. It's the payoff of content and messaging working with UX, not beside it.
225,223
Instagram views in the last 90 days
+154%
Instagram follower growth over the same 90 days
Six years of executive marketing leadership, without an in-house CMO.
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