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Feb 21

Annual Infratech Visionaries B2B Influencer Marketing Campaign Launch

Since 2017, we have been running our Visionaries campaign for premium outdoor heating client Infratech, which celebrates the outdoor living work of leading architects, designers, builders, and developers. This also happens to be the audience that is most important to our marketing efforts as it fuels large volume, ongoing sales. 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.

Videos & Microsites

In this year’s videos, we featured Sean McAleer of Deck Remodelers and Chris Kempel of Kempel Architects. These documentary-style pieces included interviews with each participant discussing their design philosophy, approach to outdoor living spaces, and how they incorporated Infratech heaters into their residential projects. The videos showcase excerpts from the sit-down interviews along with behind-the-scenes footage and stunning photography highlighting some of their most impressive designs.

After conducting the interviews and gaining insights into their work, individual web pages were created for each featured visionary within Infratech’s dedicated microsite. These pages include a professional biography, an in-depth look at a featured project, and a gallery of images showcasing the breadth and quality of each participant’s residential portfolio. The web pages serve as optimized landing pages for both organic traffic and paid promotional campaigns surrounding the Visionaries initiative.

Organic and Paid Social Campaign

In January, we launched a month-long campaign, dedicating a significant portion of our organic content calendar to featuring the Visionaries and their work. We also created a comprehensive ad plan that targeted specifiers and prospective retailers. The goals for the ad campaign included increasing video views for brand awareness, driving landing page views to the microsite, and generating leads for potential trade and retail partners. The campaign helped contribute to a 199% increase in Instagram impressions, reaching 277% more accounts, and a 241% increase in video views.

Influencer Marketing

We coordinated a series of collaborative posts on the Visionaries’ Instagram pages to expand Infratech’s reach. This cross-promotional campaign resulted in a 107% increase in total video views, accounted for 66% of total engagements, and contributed to a 4% rise in impressions.

The collab videos collectively garnered over 25.2K views (2.1K average), compared to our average of 1.6K views for non-collab videos. This boosted our average video views by 31% and exposed Infratech to a combined audience of 410K followers. Approximately 38% of our January follower growth can be attributed to this campaign.