IPEX is one of North America’s largest manufacturers of thermoplastic piping systems, and the brand needed a stronger foothold in the US market amid major infrastructure investment on the horizon.
Research revealed that engineers, who carry significant professional risk, respond most to objectivity, facts, and proven reliability rather than traditional marketing language. This led to a new “reliability” brand strategy and the campaign line “Made for America,” expressed through four core messaging pillars and brought to life across brand videos, digital advertising, email, campaign landing pages, case studies, testimonial content, a refreshed website, and new trade-show experiences. The work also included a comprehensive set of brand guidelines and assets to unify IPEX’s presence across every touchpoint.
The campaign delivered strong performance, generating high video completion rates, significant sales leads, major improvements in media efficiency, multiple international awards, and double-digit growth that helped accelerate investment in new manufacturing and distribution capacity.
Research revealed that engineers, who carry significant professional risk, respond most to objectivity, facts, and proven reliability rather than traditional marketing language. This led to a new “reliability” brand strategy and the campaign line “Made for America,” expressed through four core messaging pillars and brought to life across brand videos, digital advertising, email, campaign landing pages, case studies, testimonial content, a refreshed website, and new trade-show experiences. The work also included a comprehensive set of brand guidelines and assets to unify IPEX’s presence across every touchpoint.
The campaign delivered strong performance, generating high video completion rates, significant sales leads, major improvements in media efficiency, multiple international awards, and double-digit growth that helped accelerate investment in new manufacturing and distribution capacity.
