Culligan
Results
Client-verified- 44M+ Views on TikTok Content
- 1.34M YouTube Views With Search Traffic
- $0.98 Cost-Per-Follow for 54K TikTok Followers
Industry
Home Services
Employees
1K-5K
Location
Rosemont, IL
Services
Social Media Ads, Content Marketing
Duration
N/A
Budget
N/A
Problem
Culligan was trying to become the first water company on TikTok, with no industry precedent, and needed to refresh a legacy brand for younger audiences. Homeowners can't buy online, since every sale starts with an appointment with a local water expert, so social had to prove it could drive real appointments and sales.
Solution
NoGood acted as Culligan's full social team for 2+ years. In 2022-23 it built a social-to-appointments system on TikTok using paid and organic together, rapid content testing, and educational, myth-busting and lab behind-the-scenes content (including a "Problem Water" series). In 2024 it adapted this content for YouTube Shorts, added search-focused and long-form YouTube videos on specific water problems.