A TeraLeap Customer Story with Rinsed
How Rinsed turn their customers into their best-performing content in the past 6 months
Sarah Brough leads marketing at Rinsed, a SaaS platform built for car washes. Her audience is small and tight-knit, so shouting louder was never going to work. Here is how she turned that into an advantage by making her customers the heroes and letting them carry the story.
What’s inside this video:
- Why a small, niche audience pushed Rinsed to get creative instead of just louder
- The one thing Sarah refuses to do to a customer when she asks them for a video
- How recording customers in their own space produced better, more genuine interviews
- The “domino effect” that now drives roughly half of Rinsed’s social engagement
- What Sarah tells any marketing leader still stuck on video vs. written testimonials
A Small Target Audience Means You Can't Just Shout Louder
Rinsed does not sell to everyone. It sells to a specific, tight-knit corner of the car wash industry, which means the usual marketing playbook of reaching more people does not apply. There is no bigger audience to buy.
So Sarah’s team had to think differently about growth. If you cannot reach more people, you have to reach the same people in more ways, and you have to be genuinely worth talking about.
“We have a very small audience that we’re trying to target, and so we need to be able to engage with them in a lot of different ways and be really creative with how we do that.”
The obvious answer was customer voices. Rinsed has strong relationships with its customers, and buyers in this space trust peers far more than they trust a vendor. But knowing the answer is not the same as pulling it off. Getting customers to talk about your product the way you need them to has always been the hard part.
Professional video storytelling without an extensive production crew
Rinsed was already producing customer videos the traditional way, on-site and in person. The quality was there, but it was a heavy lift. Every story took real coordination, and for a team that needs a steady flow of customer stories to keep reaching the same core audience, on-site alone could not keep pace.
What Sarah wanted was a more efficient way to add to that. Something remote that could run alongside the on-site work, reach more customers on their own schedules, and take the lift off her team. Rinsed is remote-first and works with car washes across the country, so remote made sense on paper.
Her hesitation was quality. She had looked at remote before and worried it would come back looking like UGC, not the professional content Rinsed puts its name on.
“Not make it look like some sort of simplified UGC, but have it to be really professional, which also gives our customers more confidence in how they’ll be portrayed.”
The simplified process to ensure minimal customer lift
Here is what the process actually looked like for a Rinsed customer:
- A kit shows up at their door with everything they need
- The interview happens over a video call, on their time, in their own space
- A simple setup (a ring light and a webcam or phone) is all it takes
- TeraLeap runs the session, so the customer just talks
That last part is the point. Sarah’s whole job in the ask was to remove friction, and this removed almost all of it.
“We’d love to do it on your time in your space and we’ll send you everything you need. So all you have to do is sit there and smile and share your story.”
Most of Rinsed’s customers had never done a testimonial before. Being in their own space, comfortable, turned out to produce better, more genuine interviews than a studio ever would. And Sarah sat in on the sessions herself, where TeraLeap’s feedback shaped the story in real time. She described it as a partnership, not a vendor handing back a file. The videos came out better than what she could have produced on her own.
Happy customers becoming brand advocates and amplifiers
The videos quickly became Rinsed’s best-performing content. Across the past six months, they drove more engagement than standard posts, and about half of the company’s total social engagement (likes, comments, shares) now comes from posts with these videos.
But the number is not the real story. The real story is who is doing the sharing.
“We’re able to make our customers be the heroes of these stories and then across these social platforms, just share it and then they go forward and share it to their friends and their friends and it’s kind of like a domino effect.”
Because the videos make the customer look good (tied to an industry leader, portrayed professionally, telling their own story), the customers post them on their own LinkedIn and Facebook. Their peers see it. It spreads through exactly the tight-knit network Rinsed could never reach by broadcasting. Sarah’s small audience did not get bigger. Her customers just got louder on her behalf.
From there it compounds. Rinsed now produces data-driven feature vignettes at scale, deploys them across social, the website, and the sales journey, and leans on them harder as the team shifts toward account-based marketing. One remote interview turns into a library.
Rinsed didn’t have to guess what makes them the right choice for their target audience.
Their customers did the talking and convincing for them.
That is what happens when your proof is good enough to share and easy enough to make.
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