Culligan Water is the world leader in water treatment, and one of BAM’s legacy customers. The company has over 600 dealers in the U.S. and Canada and sells products in more than 90 countries. They use a local franchise model to leverage their local water expertise, as municipal and well conditions can vary from town to town.
Culligan dealerships started to invest in digital marketing – Google Ads and other performance marketing, blogs, social media outreach, and email. The results have shown that an old brand can successfully transition with its core audience, while nurturing an emerging audience that is increasingly spending time on digital channels.
New Digital Assets
Culligan dealers were in need of a digital tune-up. The brand has run numerous national and local campaigns with BAM standing behind it. As Culligan started to pivot away from the old “Culligan Man” advertising persona in early 2017, we built updated digital and traditional media assets to run through new media avenues such as over-the-top (Hulu and other streaming services) and in-app advertising such as Spotify and Pandora to reach emerging audiences.
New and Emerging Audiences Engaged
Culligan was well known by its core audience as a bottled water and water softener dealer — but data from Analytics and Facebook advertising showed emerging group of younger people were becoming homeowners and office managers. This gave Culligan an opportunity to reach a new audience on emerging channels with new messaging about the benefits of healthy drinking water to an audience that is more self aware of the issues the water treatment brand is capable of solving.
Integrate With Traditional Media
BAM’s billboard and TV advertising campaign gave Culligan a personality it never had before, helping to drive more interest in the brand.
Revenue Growth Over 5 Years To Local Dealerships
Increase in Paid Search Leads Year/Year from 2019 to 2020
Tracked Leads Per Month