Pedrollo · Superior Pool Pumps
A three part, human led, AI assisted campaign that carried a technical pool pump launch from consumer frustration to a memorable product payoff, and ultimately to market demand.
Manufacturer · Distributor · Retailer · Consumer
The strategic shift
We shifted from the industry's familiar formula of technical language, product specifications and advertising that looks and sounds like everyone else. Instead, we created a funny, human story rooted in a problem every pool owner understands: algae.
By showing what Superior Pool Pumps makes possible, we made its value meaningful to manufacturers, consumers, installers, distributors and retailers.
Challenge
Pool Pumps Matter. Their features alone rarely create an emotional connection.
Pedrollo needed to launch Superior Pool Pumps to multiple audiences with different priorities. Distributors needed a credible product story. Retailers needed confidence and an easy message to help sell the product. Consumers needed a simple reason to care.
The creative challenge was to make the product memorable without losing the performance promise behind it.
Approach
We built one connected campaign around what Superior Pool Pumps makes possible: a clean, inviting pool backed by dependable product performance, service and supply.
Execution
A couple is forced to confront just how dirty their pool has become. The humor begins with a familiar consumer truth: the backyard dream disappears when the water is too dirty to enjoy.
A sad frog stands in the rain under his umbrella, lamenting that the pool is now so clean and so popular that he can only swim at night. The unexpected point of view turns product performance into a memorable punchline.
A great product has sold through and the distributor is in chaos. Superior Pool Pumps' dependable product and shipping response restore order, making service, supply and customer confidence part of the story.
All three videos loop silently on the page. Select a video's controls to hear the story.
Testing
The campaign's organic testing identified the umbrella Frog as the strongest creative. We then supported that video with a focused paid test on Pinterest using a modest budget.
Results & Learnings
With just $69.55 in paid media, the Frog video generated 10,668 impressions, 528 Pin clicks and 492 outbound website visits.
The story did two important jobs. It captured attention at a rate well above commonly reported Pinterest advertising benchmarks, then converted nearly every Pin click into a website visit. That tells us the creative was not simply entertaining. It created enough interest for people to take the next step.
Business Insights
Marketing Insights
The Frog story made the audience feel the benefit before asking them to understand the product. Humor, character and a clear visual payoff increased memorability without trivializing performance.
Commercialization Insights
The three part arc gave consumers, retailers and distributors different entry points into the same product promise without asking one video to do every job.
Product Launch Insights
Organic testing helped surface the strongest creative; the focused paid test then measured whether that story could move people beyond viewing and toward action.
The takeaway
Imagination Network connects consumer insight, brand strategy, storytelling and commercialization from first idea through the full sales funnel.