At Dragonfly PR, we recently delivered a really effective influencer marketing campaign for one of our clients in the painting and decorating sector. This influencer marketing campaign focused on increasing awareness of sales leads through practical and informative content created by professional decorators and DIY creators.
The campaign was part of a wider PR strategy and generated over 1.9 million views. This resulted in increased brand visibility, sparked real conversations and positioned our client as a trusted name in the roller-applied wall covering category.
Understanding the campaign brief
Our client approached us with a clear goal of increasing awareness and interest in their roller-applied covering. They wanted to achieve this by showcasing its benefits and demonstrating correct application techniques for both professionals and DIY users.
To achieve this, we designed a creator-led strategy. This would provide creators with the flexibility to share authentic product demonstrations on projects, step-by-step guidance and real-life reviews.
Identifying the right influencers
A major part of the marketing campaign’s success came from our ability to generate the most relevant influencers. This involved of content creators within the professional painting and decorating, self-build and home-renovation sector. We began with detailed research into professional painters, decorators, renovation experts and DIY creators, analysing their content styles, audience engagement, authenticity and most engaged social media platform.
From an initial shortlist of 20 standout creators, we selected five who aligned most closely with our client’s target audience and campaign objectives.
Each creator was introduced to the campaign and provided with product samples so they could test it for themselves. We worked closely with the influencers and agreed on the appropriate amount of content, the platforms they would use and the key messages. This ensured all posts provided education and informative information. For example, demonstrating the correct application methods and showing hwo to use the product used in various projects.
Content was shared across Instagram, Facebook and TikTok, with each creator offering their honest experience of using the roller-applied covering both on the job and in home-renovation settings.
The influencer marketing campaign results
This construction influencer campaign generated strong interest and engagement across all platforms, surpassing our client’s expectations. The campaign generated impressive engagement (1.9m views!) and clearly demonstrated strong interest in ready-mixed wall coverings and repair solutions.
Facebook emerged as the stand-out platform for professional painters and decorators. This platform generated more than 1.6 million views and over 3,500 engagements through likes, shares and comments.
TikTok proved to be especially popular among DIY users. This audience engaged with content showing how the roller-applied covering can be used in home makeovers. This platform attracted around 150,000 views and more than 1,800 engagements. Although Instagram was the least-used platform by creators, it still generated over 60,000 views and over 700 engagements.
By the end of the campaign, total views exceeded 1.9 million and overall engagement reached more than 6,000 interactions. These results highlight the growing demand for easy-to-use and high-quality wall-covering products. It really reinforced the true value of authentic and creator-led content within an effective digital PR campaign.
What’s next?
This first phase marks the beginning of a much wider influencer marketing strategy for our client. The construction influencer campaign has helped us identify which creators generated the strongest engagement, sparked the most meaningful conversations and delivered the highest levels of interest and enquiries.
Based on these results, we are continuing our collaboration with selected creators next year. We’re even offering a long-term brand ambassador partnership to the campaign’s top-performing influencer. At the same time, we are expanding our search for new creators to join future content creator campaigns.
Wondering why influencer marketing campaigns work for construction brands?
Influencer marketing has become one of the most effective ways to reach niche audiences. This is especially valuable in sectors like construction, trade and home improvement. The reason it works so well is that audiences trust creators who consistently share their expertise, document real experiences and provide honest advice.
When a painter, decorator or building contractor demonstrates a product in their day-to-day work, viewers instantly understand how that product performs, what challenges it solves and whether it is suitable for their own project. Followers can then engage with the creators, asking questions about technique, product suitability and application tips.
This interaction helps build confidence, as potential customers receive genuine, experience-based answers from people they already trust. This level of authenticity is difficult to replicate through traditional advertising, and works particularly well with PR as people that view the influencer go on to search in Google for more information about the product/s to reinforce their decision to buy.
Over time, our influencer marketing and digital PR campaigns not only increases product awareness but also strengthens credibility and drives purchasing decisions for our clients’ products and services.
Want to learn more about our influencer campaigns fit within a wider PR campaign? Contact us today on 0114 349 5341 or email hello@dragonflypr.co.uk.
