Partnering with Marisol Malibu and Burdge Architects on a Unique B2B Influencer Campaign
At Kitchen Collaborative, implementing comprehensive influencer campaigns is a big part of our broader digital marketing and advertising initiatives. For clients that have business-to-business components, we implement targeted partnerships with professionals that have both notoriety and reach to hit niche audiences. To hit premium heating brand Infratech’s sophisticated specifier audience, we recently partnered with prominent architectural firm Burdge Architects and the Marisol Malibu developers to tell the unique story of their latest ultra-luxurious net zero build in Malibu, California. Video content, a website landing page, and digital marketing plan ensured the project was seen by the most discerning architects and designers in the country.
Full Length Video
We sat down with Jennifer Hoppel, President of Burdge Architects, at the stunning Zero Two property to explore the unique characteristics of this Hawaii-inspired home, which also happens to be zero carbon. We talked about the home’s design, the characteristics of net zero architecture, and of course how Infratech’s premium heaters fit the zero carbon agenda through the electric operation, Made-in-USA manufacturing, and the ability to dim and zone to minimize electricity use. We paired interview footage with b-roll of Jennifer and the Marisol Malibu developer working in the space, beauty shots of the key spaces, and drone shots of the beautiful property.
Case Study Page
We created a custom landing page for the project inside of Infratech’s designer portal, called “Inspired Outdoors.” The page was specifically designed and written to target other architects with information about the home’s concept, design, and details.
Influencer Marketing and Ad Campaign
We planned and coordinated cross-promotion on the Burdge and Marisol Malibu Instagram pages, including collab posts to expose Infratech to a broader audience of dedicated, relevant followers. Our video reveal post increased our overall total views on that platform by 8% and accounted for 31% of our audience growth, while micro content increased our average video views by 65%. Marisol Malibu video content was also part of our top-performing assets in our paid channels during the course of the campaign.
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