challenge

RIDGID is a B2B industry leader in a high-demand industry with a declining, aging base of trade plumbers. They needed a fresh, new way to engage new tradesmen entering the field while keeping a connection with their long-term brand enthusiasts.

Solution:

For decades, the RIDGID marketing program was primarily focused on product features and benefits. With a brand mark that represents premium — the best in the industry — RIDGID had the unique opportunity that only a category leader could take advantage of to create an emotional connection with the tried-and-true plumbers and those entering the next generation of the industry. This required a full embrace of a digital-first program that was measurable from brand advocacy through driving sales intent. As a key part of the strategy, Adcom created “RIDGID Experience”— a first-of-its-kind promotion in the industry – which leveraged digital, social, trade show activation and B2B influencers around a contest that amplified the RIDGID brand’s connection to the industry and build product preference.

Results:

While maintaining their market leadership, Adcom helped RIDGID dramatically grow social communities and engagement and increase sales intent throughout its distributor network.