SITUATION
Concrete is estimated to be the second most used material in the world, behind water, and its porous nature makes it extremely susceptible to cracking and deterioration from within. The multitude of current concrete protection products do little to prevent premature damage. The Indiana Soybean Alliance (ISA) sought to introduce a revolutionary solution, but the industry was skeptical of any new offerings.
SOLUTION
R+K partnered with ISA to disrupt the industry by launching the new product, PoreShield™, as the first in a completely new category: concrete durability enhancers. Success required educating influential stakeholders and driving awareness and engagement. ISA’s ultimate goal for PoreShield™ was to sell it to the manufacturer that would incorporate it into its product portfolio. For the launch, we developed the PoreShield™ logo, executed brand strategy for the new product and developed sales collateral.
Additionally, R+K established content distribution hubs of research and case studies to anchor the campaign, and drove audiences to engage with it via paid search, paid social and an earned outreach program including conferences, webinars and newsletters.
RESULTS
- Drove nearly 32,500 new users to the site from launch in May 2020 through September 2022 using paid search and paid social, which accounted for 84%
of all new user traffic - Achieved target goal conversion in 14.6% of all user sessions, including case study downloads, supplier sites visits, contact form completions or video views
- As of September 2022, 77 bridges in Indiana were protected with PoreShield™, and across the U.S. applications are underway on bridges, highways, fleet maintenance facilities and livestock farms
- In July 2023, Crafco Inc. announced its acquisition of PoreShield™, satisfying ISA’s largest KPI for this product
