ITT/Goulds Pumps
Pilot program generates pull-through demand for plumbing pros [ + expand for details ] [ - collapse details ]

Goulds Pumps (a division of ITT) envisioned a pilot program to stimulate demand for a new product that solved the common problem of inconsistent water pressure, driving consumers to local plumbing professionals and distributors, who would order and install the product. Our solution stimulated consumer interest and awareness in the test market through multiple channels including TV and radio spots, online video, social media, print ads and guerrilla events, all driving targets to a microsite we created offering more information, the chance to win a bathroom makeover, and a locator to find local plumbing professionals. The test program yielded more than 4,000 unique microsite visits, 400-plus leads, plus over 1,000 sweepstakes sign-ups. Additionally, feedback from Goulds Pumps distributors was so positive that the campaign was rolled out to other markets.

TV advertising

Radio advertising

Online advertising

Promotional microsite

Mall event handout

Mall event photos

Mall event video

Award:

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