Our Annual Infratech Visionaries B2B Influencer Marketing Campaign Goes Live!
In 2017, we launched our first Visionaries campaign, which celebrates the outdoor living work of leading architects, designers, builders, and developers – the very same audience that is so critical to large volume, ongoing sales for premium outdoor heating client Infratech. The campaign is centered around a documentary-style video featuring the work of each Visionary, supported with custom pages inside of Infratech’s website. We then promote the content and partnerships in a month-long organic and paid digital marketing campaign.
Full Length Videos
This year, we featured Ryan McDaniel of Brandon Architects, Severine Tatangelo of Studio PCH, and Spencer Sylvester of SLS Construction. In these documentary-style videos, we interviewed each participant about their philosophy, outdoor living approach, and of course how and why they used Infratech heaters in their residential and commercial properties. The visuals consist of a sit-down video interview, working behind the scenes images, and beautiful photography of their best designs.
Microsite Pages
After interviewing each subject and learning about their work, we created individual web pages inside of Infratech’s Visionaries microsite that included a professional bio, project feature, and images of the participants’ work. These pages serve as a landing page for both organic and paid promotion for the campaign.
Organic and Paid Social Campaign
In early July, we launched a month-long campaign, devoting most of our organic content calendar to featuring the Visionaries and their work and creating a comprehensive ad plan that targeted other specifiers, as well as prospecting potential new retailers. Goals for the ad campaign included video views for brand awareness, landing page views to the microsite, and lead generation of potential trade and retail partners.
Influencer Marketing
We planned and coordinated cross-promotion on the Visionaries’ social media pages, including a series of collab posts on Instagram to expose Infratech to a broader audience of dedicated, relevant followers. During last year’s campaign, we garnered a 23% increase in total video views, a 500% increase in engagements, a 35% increase in engagement rate, and a 340% increase in impressions through partnering with the Visionaries like we would do with traditional influencers. For comparison, the collab version from one of the Visionaries alone received 360% more views than the subsequent video featured on Infratech’s page.
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