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case study: IPEX AquaRise

Increasing lead generation through intent-driven contesting.

the plan

IPEX designs and manufactures the largest, most recognized and diverse range of integrated piping products—everything professionals need to manage the full spectrum of today’s municipal, industrial, commercial and residential challenges.

Being in a highly competitive and niche market, IPEX came to Sparks with the challenge to help them grow their lead pool with an innovative approach for their field. It was important that there was an ability to qualify the leads before they landed in the hands of their sales team, to ensure they were targeting the right audiences.

Sparks developed and executed a contesting program to help drive lead volume for their sales team, in time when inbound leads typically dipped. To ensure the lead quality met the client’s expectations, we included a quiz element to efficiently categorize and qualify submissions.

the plan

the execution

  • Contesting campaign strategy and execution
  • Prizing development, coordination and fulfillment
  • Landing page development
  • Paid media strategy, launch and optimization
  • Print and display collateral for distributors
  • Bi-weekly progress reporting and post mortem

the results

Sparks executed and optimized a full-funnel media strategy that enabled IPEX to target net new prospects, drive consideration among in-market audiences and close intent among brand aware site visitors.

Since users are URL and IRL, users were further engaged in-store with print assets and signage to drive awareness and consideration of the IPEX AquaRise® brand at the point of purchase.

The Win With AquaRise® campaign drove a 206% increase in contractor leads and a 290% increase in engineer leads YoY, with CPAs as low as $7. The quiz component of the contest ensured that the increased volume of leads being generated didn’t compromise the quality of the leads that the team values.

the results

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