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Case Study: Raising the temperature on hot water recirculation


When it comes to the world's leading pump manufacturers, Grundfos reigns as a top provider. Grundfos bases its U.S. and North American headquarters in Olathe, Kansas, and Chicago. Morningstar Communications helped Grundfos on the path to reaching $1 billion in U.S. sales through several strategies, including a campaign to boost consumer awareness.

1Challenge

Grundfos needed to extend the reach of its hot water recirculation pump beyond distributers and go directly to consumers. The product exemplifies Grundfos’ environmental commitment while offering consumers several valuable benefits. We stepped in to position Grundfos as a sustainability thought leader to boost awareness of hot water recirculation.

2Solution

Morningstar Communications implemented a content marketing campaign centered around sustainability and hot water recirculation benefits. Content included copy for a consumer-facing site, video, print ad, monthly e-newsletter and ongoing blog and social media posts. Working with Grundfos and trusted partners, we created relevant content for their female target audience.

3Results

Chicago served as our test market. Using multiple platforms, we drove awareness of Grundfos’ sustainability and hot water recirculation message. Blog views ranged from 2,000 to 3,000 per month, with peaks correlating to e-newsletter distribution. The e-newsletter saw similar results in the test period. In addition, the video received more than 18,000 views on YouTube.