Elkay EzH2O Case Study | Sustainability Marketing

Scan

Elkay makes ezH2O water bottle-filling stations for buildings, campuses, and parks. The product had a compelling environmental story but zero brand awareness. Instead of advertising to the public, they needed to talk to the decision-makers, aka the building superintendents that make these stations a reality.

Spot

Chad Pregracke of Living Lands & Waters had spent years pulling plastic bottles out of America’s rivers on camera. His non-political, action-first movement was a PR magnet. The lesson here: Pair the right advocate with the right product and you won’t need a media budget.

Rally

A partnership with Pregracke put ezH2O at the center of a genuine environmental story that building superintendents couldn’t ignore. Traditional advertising was ditched. Organic search, PR, and advocacy content built a movement.

Score

1,500,000+

ezH2O units sold in three years

10%

conversion rate across all SEM and remarketing campaigns

Vertical trade ads of the ezH2O solution were placed next to images of plastic pollution. One solvable problem. One quick win for facility managers.

A microsite let decision-makers calculate their plastic reduction and cost savings. Precision targeting reached facility managers and sustainability directors at the exact moment they were searching for a solution.

River Cleanup Event

We joined Chad Pregracke on an actual river cleanup, capturing on-location video and photography that made the plastic problem real and impossible to ignore.

We partnered with Chad Pregracke, CNN Hero of the Year and founder of Living Lands & Waters, for authentic credibility and real environmental impact stories.

“Meerkat has been instrumental in developing a brand story for Elkay and helping us define our brand strategy and key target audience personas. This work is accelerating our internal and external marketing initiatives and we are very pleased with the results.”

Todd

Chief Executive Officer, Elkay

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