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.
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.
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.