FlowGuard Gold Success Story

Leveraging Regional Content to Fuel an Account-Based Advertising Campaign

Challenge

FlowGuard Gold Pipe & Fittings, a sub-brand of the Lubrizol company, partnered with True to help build awareness around its CPVC plumbing system. One of the biggest challenges was educating contractors about the disadvantages of legacy copper pipe systems – as well as new systems using PEX material.

Opportunity

True turned a generic list of potential customer companies into an account-based advertising campaign with regional content that generated awareness, engagement, and leads for FlowGuard Gold.

Approach

Recognizing the opportunity presented from the list of potential companies, True used IP-address and geographic targeting to push buyer-specific ad content. Due to hyper-specific targeting and tailored content, this campaign generated new leads among qualified construction companies.

The Results:

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The Results:

Qualified leads generated from interest in FlowGuard Gold.
Yielded strong results with several, opinion leading plumbers making the switch and becoming vocal advocates for FlowGuard and CPVC over copper.
Capabilities Utilized:
Digital Advertising
Landing Pages
Content Marketing

Challenge

Opportunity

Approach

The Results:

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Capabilities Utilized:
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