IPEX

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.”