Case Study: Wavin Hep2O drives 16K+ sample requests and 80% purchase intent with Tangerine’s earned-first launch campaign

Wavin Hep2O Keyless Launch Case Study

The customer, Hep2O, faced the challenge of launching its new Keyless plumbing fittings to a highly skeptical trade audience of installers. Trust within the plumbing trade is hard-won and plumbers rely on peer recommendations over manufacturer claims. Hep2O partnered with the vendor, Tangerine, to overcome this ingrained skepticism and drive adoption of the new product.

Tangerine implemented an earned-first campaign built entirely around the trade. The strategy included teasing the product ahead of a major industry show, capturing live reactions, engaging key trade influencers, and offering a behind-the-scenes factory view, with all content driving plumbers to request a free sample. This approach by Tangerine was highly successful, generating over 16,000 sample requests, an 80% purchase intent rate, a 9.2/10 product rating, and 17 million impressions.

Hep2O