Building Culligan’s First Water Treatment Community
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44M
Views on viral TikTok content
59%
Increase in quarterly impressions
50K
New followers
We helped Culligan crack TikTok, gaining 54,000 followers and proving social could drive B2B sales.
Overview
Culligan, an 80+ year leader in water treatment, faced uncharted territory: making TikTok work for an industry with zero social media presence. No water treatment company had successfully built a TikTok audience, leaving no playbook to follow.
The Challenge
The stakes (and the complexity) were high for NoGood’s worth with Culligan:
- Culligan was an industry first-mover with no benchmarks or best practices to reference
- Legacy brand perception needed complete reimagining for Gen Z and Millennial homeowners
- The project posed a complex education challenge; making water science both entertaining and informative
- ROI pressure was high to prove social could drive actual B2B sales for industrial solutions
- Audience skepticism was present, too; younger demographics had never heard of Culligan despite market leadership
Services
Integrated Paid + Organic Strategy
B2B Social Media Pioneering
Educational Content Development
Performance Media Buying
Lead Generation Optimization
Cross-Channel Attribution
Industry-First Strategy Development
Strategy
Core Insight: Paid and organic don’t compete; they amplify each other. We created a system where organic content informed paid strategy, while paid campaigns scaled organic winners.
- Rapid organic experimentation across educational content themes
- Performance-based paid amplification of viral organic content
- Continuous feedback loop between channels for optimization
We transformed complex water science into engaging, shareable content that built authority while driving leads. The breakthrough was creating content that felt like entertainment first, education second; making people actually want to learn about water treatment.
Content Innovation Examples:
- Problem-solving videos addressing real customer pain points
- Behind-the-scenes lab content establishing scientific credibility
- Myth-busting series that went viral while educating audiences
- Trending format adaptation for water industry topics
How We Worked Together
We pioneered social strategy for an entire industry, becoming Culligan’s integrated growth team over 4 months of rapid experimentation and optimization.
Built everything from zero: audience research, content frameworks, and attribution systems since no industry benchmarks existed. We essentially created the playbook for water industry social media.
Operated as a unified paid and organic team with weekly optimization cycles. Organic content informed paid targeting, while paid campaign data guided organic content creation.
Gained access to Culligan labs and customer stories, transforming behind-the-scenes footage and real problem-solving into viral educational content that built both entertainment value and sales pipeline.
Results
The bottom line: We created the water industry’s first social-to-sales engine, proving B2B brands could drive real business outcomes on entertainment platforms.
- 54,000 followers gained in 4 months at $0.98 cost-per-follow
- Industry leadership established as first water treatment brand to hit 50K+ on TikTok
- 2.5M impressions in 2-week span during peak viral content periods
- $3.30 cost per qualified lead through educational content funnels (vs. $15+ traditional channels)
- 12 videos surpassed 1 million views with educational content like “5 Myths About Water” hitting 5.9M views
- Cross-platform growth with TikTok success driving website traffic and consultation requests
- Sustainable pipeline connecting viral moments to actual sales conversations
44M
Views on viral TikTok content
59%
Increase in quarterly impressions
50K
New followers
Top-performing creatives
Squad
Isabel Bellino-Neave
Growth Strategist
Marina Chilingaryan
Community Strategist
Sarah Baus
Community Manager
Quinn Sherr
Content Lead