Hobas Pipe demand gen campaign

Hobas Pipe engineers some of the strongest and longest-lasting pipes in the world. We're talking 150 years. They dominate the sewer market with their innovative product and excellent service. But the pressure water market was a different story — entrenched with high-maintenance steel, concrete, and PVC pipes that only last for 50 years and are the source of America's failing water infrastructure crisis.

Wanting to break into the water market, Hobas hired our team to not just create a demand generation campaign targeted at engineers, government leaders, and contractors, but to change minds. Minds that have been made up for decades and are comfortable with what's always been done.

So we created a bold campaign that's all about disruption. It's centered on the idea that if you want a safer, more reliable water infrastructure, you can't just meet expectations — you have to defy them. Because only then will there be systems that people can depend on for generations.

I led the concepting and pitch development, created a campaign messaging framework, consulted on the look and feel, and acted as lead copywriter for all initial campaign activations, including ads, paid and organic social, website, and more.