CPC

Building Credibility for Liquid Cooling


Tapping into a shared love of technology to surprise and delight a target audience

Colder Products Company designs and manufactures quick disconnect couplings and connectors for plastic tubing. They asked us to help them build their credibility in a specific connector category: couplings for liquid cooling of electronics. For this campaign, we had a very specific and small audience, so we used a targeted approach to grab their attention. We tapped into our shared love of technology by sending them a Raspberry Pi.

Services Provided

  • Campaign Development
  • Creative Ideation
  • Sales Tools
  • Video Production


Challenge

We had two challenges to solve: 

1) Our audience was small and specific. We needed to make a meaningful connection with roughly 100 engineers that work on liquid cooling systems for high-performance computing (HPC) systems.

2) In the high stakes world of liquid cooling of electronics, failure is not an option. We had to prove to engineers that our client created the best and most reliable connectors on the market.

 

Strategy

Our research revealed that engineers love technology and solving problems. So we tapped into their passion by sending them a Raspberry Pi. No, not a baked good. A Raspberry Pi is a credit card-sized computer that plugs into a monitor or TV. Users can program them to perform a variety of tasks. We loaded our Raspberry Pi with a video about the rigorous testing CPC's liquid cooling connectors endure. We then promoted the Raspberry Pi giveaway with a targeted email campaign and through paid promotion on LinkedIn.

Solution

The campaign has been a success with responses from top HPC companies winning our client new high-value leads.

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