BLACOH INDUSTRIES / MARKETING STRATEGY
What happens when you explain the problem before diving into the technical solution? SPILLGUARD campaign performance offered a useful clue.
+2.5x
leads
+30x
impressions
The Challenge
SPILLGUARD helps prevent spills caused by diaphragm failures in air-operated double-diaphragm pumps. Communicating its value meant helping specialized industrial buyers recognize the risk, understand the problem, and see why the solution mattered, without losing technical credibility.
The Approach
As part of the SPILLGUARD launch, I developed campaign content using two ways of communicating its value. One emphasized technical information and product functionality. The other used straightforward educational language to explain the problem and solution. I compared the observed campaign performance to learn which message was reaching and engaging the audience. This was an informative real-world comparison, not a controlled experiment.
The Results
The educational approach generated nearly 30 times as many impressions as the technical approach and produced more leads in the observed campaigns. Campaign delivery differences may have contributed to the gap, so the results do not establish messaging as the sole cause. They did provide a compelling reason to continue testing clear, problem-first educational content for technical audiences.
MY ROLE Product messaging · Campaign concept and creative execution · Educational content · Advertising performance analysis
CONTEXT Previous employment at BLACOH Industries