Pfister’s “American Plumber Stories” docuseries highlights the fascinating personal stories of plumbing professionals across the United States. While offering an engaging behind-the-scenes look at the trade, the campaign also serves a deeper purpose… addressing the critical labor shortage facing the trades.
At its core, “American Plumber Stories” is simple but powerful branded content. Hosted by country music star Craig Morgan, the series profiles plumbers from all walks of life – uncovering their unique paths to the profession – and hidden talents outside of work. Pfister keeps the storytelling authentic by showcasing the plumbers in their own voices. And in their unique environments.
As the series enters its fourth season, it’s worth examining what makes this campaign not only successful… but also a model for building materials marketing.
A Narrative-Driven Approach
At the center of this campaign is the art of storytelling. Each episode features engaging profiles of plumbing contractors across the United States – showcasing their journey to the profession – as well as their unique interests and aptitudes. This narrative-driven approach humanizes the trade… making it relatable and aspirational. Viewers are introduced to real people. With real stories.
Breaking the stereotype of the plumber as a mere service provider.
By highlighting these personal stories, Pfister creates an emotional connection with its core audience… where building relationships and trust are critical.
Addressing the Labor Shortage
The plumbing profession – like many other skilled trades – faces a significant shortage of new entrants. “American Plumber Stories” promotes this opportunity as a call-to-action for the next generation.
Pfister has integrated education assistance and mentorship opportunities into the campaign… demonstrating a commitment to nurturing future professionals.
Strategic Celebrity Partnership
The inclusion of Craig Morgan – a chart-topping country music star – as the host of the series, adds a layer of mainstream appeal and credibility. Morgan’s involvement extends beyond hosting. After all, he wrote and performed the docuseries’ theme song, “Good Life.” A fitting tribute to elevate the trade.
It’s a smart move that blends entertainment with advocacy. Capturing attention. And driving engagement. For builder products manufacturers and distributors… leveraging well-chosen influencers or celebrities can significantly enhance campaign visibility and effectiveness.
A Rich History
Pfister’s long history in the plumbing industry, dates back to its founding in 1910. The company’s evolution from Price Pfister to Pfister under the umbrella of Spectrum Brands Holdings reflects a legacy of innovation and adaptation. This rich historical context provides authenticity – and authority – to the campaign.
Pfister’s ability to weave its storied past into a modern, dynamic campaign showcases its enduring relevance.
High-Quality Production
The production quality of “American Plumber Stories” deserves special mention. High-quality visuals – compelling narratives and professional editing – combine to create a polished and engaging viewing experience.
For marketers, investing in high-quality content production can make a significant difference. It reflects a brand’s commitment to excellence. And can set a campaign apart in a crowded marketplace.
A Blueprint for Success
By addressing industry challenges and celebrating the human element of the trade, Pfister not only promotes its brand but also contributes positively to the industry’s future.
For other companies in building products, “American Plumber Stories” offers valuable lessons. Authenticity, strategic partnerships and a focus on industry-wide issues can transform a marketing campaign from mere promotion to impactful storytelling.
If you’re interested to explore how content marketing or a video campaign can revitalize your building product marketing, send an email to Steve at sk@kleberandassociates.com to get the conversation started.
