Cast Iron Campaign Delivers 5.6M Impressions & 77K Clicks.

Lasting legacies are not built on plastic.

In an industry increasingly swayed by quick installs and upfront costs, cast iron was getting cast aside. Despite its unmatched strength, fire resistance and sustainability, younger generations of plumbing professionals were opting for PVC and other plastics —seduced by convenience but unaware of the long-term trade-offs.

CISPI, the Cast Iron Soil Pipe Institute, needed to change minds and habits. Their mission? Reclaim cast iron’s relevance in commercial construction and reinforce CISPI’s role as the industry’s most trusted source of standards, safety and knowledge.

Solid insights, cast in iron.

We weren’t fighting ignorance. We were fighting misperceptions.

Our research showed that trade professionals took deep pride in their work and wanted to “leave their mark.” But many had grown up hearing cast iron was outdated. We needed to show, not tell, the new generation of installers, engineers, facility managers and trade educators that cast iron is built for the long haul. And that CISPI is the source to trust.

Bold, gritty and unyielding. And that’s just the work.

For 2025, we gave the bold, in-your-face Iron-Clad Truth campaign a smarter, sharper strategy. That meant:

• Omnichannel digital media to meet our audience where they work and learn: Paid Search, Programmatic, Native, OLV and LinkedIn

• Audience-first creative, including new executions for Trade Educators and Code Officials

• Fresh pre-roll video and native units tailored to job-specific priorities: from safety and longevity to code compliance and classroom success

Performance-driven optimization to prioritize the highest-value placements like Simpli.fi, Buildings Magazine and LinkedIn while phasing out underperformers. Each touchpoint reinforced the enduring value of American-made cast iron—and CISPI’s unmatched expertise.

Just like cast iron, our campaign left a lasting impression.

In just the first six months of 2025, the campaign delivered impressive results across every metric that mattered: