Okarno

Construction

Building influencer marketing campaigns to attract loyal customers

Okarno, part of the Saint-Gobain group, is a leading distributor of some of the UK’s must-have construction brands, including Gyproc, Thistle, Dalapro and Weber. After rebranding to Okarno in 2024 and expanding their decorating product range, the company wanted to find better ways of reaching their customer base and audience.

We created an influencer campaign because it offered Okarno an opportunity to get their decorating products in front of customers by recommending and talking about them every day.

The campaign generated 3.2 million impressions, awareness and engagement across Facebook, Instagram and TikTok. We identified that Facebook was the top-performing platform for professional painters and decorators, whereas TikTok was an engaging platform for DIYers and home renovations.

The campaign delivered:

Over 3.5 million impressions
Over 12 thousand likes
2 thousand plus comments
And over 900 shares

The results demonstrate how a carefully managed influencer campaign can deliver value beyond awareness and engagement. By placing Okarno’s products in front of relevant audiences, the campaign helped drive qualified traffic to the website and create opportunities for sales leads.

The content also generated valuable organic exposure, with creator content continuing to increase brand visibility. This supports the wider strategy of strengthening online visibility by increasing Okarno’s brand and product mentions.

Building an influencer campaign

We recommended a shortlist of relevant influencers based on our existing database of content creators across the decoration, DIY and home improvement sectors. Content creators were selected based on their audience, engagement, content style and relevance to Okarno’s target market.

Creating brand ambassador partnerships

The ultimate aim of the influencer marketing campaign was to move beyond one-off product collaborations and establish ongoing relationships with high-performing content creators.

The creators and performance of content were monitored to identify which creators generated the strongest results. During the product sampling phase, the creators had the freedom to produce as little or as much content as they wanted. This also allowed us to see which content creator was most dedicated and interested in a longer-term partnership with Okarno.

Creators who demonstrated strong engagement and commitment could then be considered for continued partnership. This created a more strategic approach to influencer marketing, in which successful creators could become consistent advocates for the brand rather than simply appearing in a single campaign.

Content ideas and creative briefs

Once we’d set up the brand ambassadors, we provided them with our content ideas and creative brief.

Creative briefs provided them with clear guidance around the products, key messaging and campaign objectives. However, they still had the flexibility and freedom to produce content in their own style and even suggest new content ideas based on engagement rates and comments on previous content.

This provided a good balance of communicating the benefits of the products while allowing the creator to remain authentic.

With this particular campaign, we had a 100% approval rate, meaning no videos were disallowed or removed. This shows how accurately the content creator aligned with the brand and understood the brand and their own audience.

Ultimately, the campaign provided Okarno with increased brand awareness, engaged and relevant audiences, referral opportunities and authentic product-led content that could continue delivering value long after the initial campaign.

Ready to explore influencer marketing for your B2B brand?

Perhaps you are looking to build influencer marketing campaigns to generate sales leads?

From identifying the right content creators to developing influencer campaign strategies, we can help you make influencer marketing a valuable part of your wider PR strategy.