Three bearded men on red: one in a headband bending over, one close-up under a yellow pipe tool, one in blue overalls
Submitted by Pulpkey

Urban Company Plumbing Infotainment Creator Amplification

Influencer Marketing

Pulpkey ran an infotainment creator amplification plan for Urban Company's short film on the history of plumbing, and the agency reports 160.7K views across seven creators.

160.7KViews
35.6KReach
12KTotal Likes
1.4KSaves

Case in 60 seconds

Urban Company wanted to shift how service work is perceived, so that routine jobs such as plumbing earn respect, which is a cultural argument that a brand film alone cannot easily carry to the households it is meant for.

Respect for a trade follows from understanding where it came from, because a history of plumbing in India gives audiences a fact to share rather than a message to accept, and Pulpkey built the plan on that curiosity.

Pulpkey treated the film as a story to be retold through infotainment creators, so that the dignity of plumbers arrived as education and reflection rather than as a promotion of Urban Company's services.

Seven infotainment creators each made one piece of content for their own audience, opening on hooks such as "Did you know how plumbing began in India?" and pointing viewers to the 10-minute Urban Company film.

Pulpkey reports 160.7K views, 35.6K reach and 12K likes across the seven pieces of content, along with 130 comments, 1.4K saves and 800 shares, and prints comments in which viewers respond to the history of plumbing.

Strategy Breakdown

Urban households likely to need and value home services such as plumbing, reached through the audiences of infotainment creators.
Routine service work is often treated as unremarkable, so the campaign set out to honor every worker's dignity by showing that even the most routine jobs deserve respect.
Urban Company acts as the brand that speaks for the workers on its platform, with the film framing plumbing as a trade with a long engineering history rather than a commodity service.
Pulpkey chose hooks phrased as questions and facts because audiences engage with what they did not know, which the printed comments reflect in lines about the rich history of plumbing in India.

Creative & Execution System

Assets & channels

  • Other

Partners

  • Pulpkey

Creator role

  • fizzyfactstv — creator
  • bumrooo — creator
  • enroute_indian_history_ — creator
  • bhartiyathings — creator
  • civicstudios — creator
  • realyatharthh — creator

Results & Evidence

MetricValue
Views160.7K views
Reach35.6K reach
Total Likes12K likes
Saves1.4K saves
Shares800 shares
Total Comments130 comments
Creators7 creators
Content Made7 pieces

Why Pulpkey's strategy worked

  1. 1

    A brand film with a social argument can be carried by creators who retell its subject rather than its message, because an educational hook earns attention that a promotional post would have to buy.

  2. 2

    Casting creators by format rather than by category lets a home services brand reach history and facts audiences, so the argument about respect lands with people who were not looking for a plumber.

  3. 3

    Saves and shares matter more than likes for a perception campaign, since a saved or shared history post keeps circulating the idea after the first view, which is why the page reports both.

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