Key Results

  • 111% increase in new user website visits
  • Almost  14X higher CTR on digital advertising against benchmarks

Background

American Hydrotech, Inc.® is a recognized leader in the development, production and distribution of premium waterproofing and roofing products. Hydrotech’s flagship product is Monolithic Membrane 6125, a hot fluid-applied, rubberized asphalt for waterproofing and roofing applications and the key component to a Protected Membrane Roof.

Challenge

  • Raise awareness on the value of a Protected Membrane Roof - reversing the traditional roofing method by having the membrane on the deck and the insulation on top.
  • Getting the target audience to quickly understand and appreciate the benefits of reversing the conventional roofing method of “membrane on top of insulation” to “insulation on top of membrane.”

Insight

  • While this method is a relatively unknown market niche, the membrane has never had a material failure – it’s trusted to deliver long-term performance – resulting in 2-3X longer roof life and significant life cycle cost savings.

Strategic Approach

  • Employ a hyper-targeted digital media approach.
  • Simplify the message with a strong creative theme “Protect Your ‘Brane.”
  • Create a dedicated landing page to deliver a focused experience for visitors to learn and engage.
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