IPEX
IPEX is one of the largest pipe, fittings and valve manufacturers in NorthAmerica with plants across Canada and the US and new manufacturing and distribution facilities coming online in the US. The brand provides solutions for commercial and residential plumbing and mechanic, industrial, municipal, and electrical applications.
Industry
— Building Materials & Construction
— Services & manufacturing
Branding to
— Grow marketshare
— Articulate value
— Become known
Services
— Brand & value proposition strategy
— Advertising & promotion
— Go-to-market strategy
— Digital marketing & content
The Situation
The company had aggressive growth plans for the US market in anticipation of significant investment expected for renewal of existing infrastructure and construction capacity. The challenge IPEX faced was two-fold: they had lower awareness in the US market relative to some competitors, while their target audiences were varied and hard to reach. The client felt that engineers were the key to success because they specify the construction solutions that contractors must follow.Therefore it was crucial to gain insight into how the brand could influence those specification decisions. The ask was for a new brand strategy and campaign that could help fuel growth. Yield Branding won the business in a highly competitive RFP process.
Human Catalyst
Engineers take on significant risk both for themselves professionally as well as the firm they work for. This means they respond far more positively to facts, figures and objectivity versus marketing and sales pitches.
The Solution
IPEX had never been able to successfully conduct research with engineers due to the recruitment challenge for qualitative or quantitative studies. Yield broke through this barrier by sourcing a bespoke list of more than 5,000 engineers across different engineering disciplines. After conducting quantitative and qualitative research, we gained deep insight into the engineer audience and how they educate themselves about the products and solutions they specify.The insight led us to a “reliability” brand strategy embodied in the campaign line “Made for America, pipe and fittings solutions for infrastructure that lasts”. This brand strategy was supported by 4 key messaging pillars that were turned into 4 brand videos and promoted through a multi-platform digital marketing campaign that included advertising, email, custom campaign landing pages, case studies and testimonial videos.
Additionally, we developed a full set of brand guidelines and brand assets that could be leveraged in all marketing efforts to create consistency for the brand’s presentation across all touchpoints. Advertising activities were supported by participation in a number of tradeshows with new, innovative booths to enhance the brand’s presence and profile. Finally, a series of segment specific videos were created to promote the brand from a segment/product specific perspective that would drive deeper engagement with the brand on the newly launched website.”
The Yield
While our core objective was awareness and brand engagement, video views and view through rates were over 65% while also driving a significant amount of sales leads into the organization. Throughout the campaign we optimized creative performance and media efficiency improving CTR and CPC by more than 300% from beginning to the end of the campaign.
The campaign to date has received 9 international award for both marketing effectiveness and creativity. In particular our video work won numerous gold awards as well as our booth design.
Since the campaign our client has experience double digit percentage growth fueling continued investment in manufacturing and distribution infrastructure to support the new demand for their products.”