Case Study: Culligan builds a social-to-sales engine with NoGood

Culligan gains 54,200 TikTok followers for $0.98 each with NoGood

Culligan, an 80+ year leader in water treatment solutions, faced the challenge of building its first social media presence to generate leads for its consultation-based sales model. No water treatment company had a proven playbook for social media, and Culligan needed to overcome its legacy brand perception and prove that social content could drive homeowners to book appointments with local water experts. They partnered with the growth marketing agency NoGood to build a strategy from scratch.

NoGood implemented a two-part strategy, first building a social-to-sales engine on TikTok with educational and entertaining content, then expanding to YouTube to capture search traffic. The solution involved integrated paid and organic content, including myth-busting videos and problem-solving series. As a result, NoGood helped Culligan achieve over 44 million views on TikTok, gain 54,200 followers at a $0.98 cost-per-follow, and generate 1.34 million YouTube views with significant traffic from search, proving social media's efficacy for driving appointments and sales.

Culligan