Statistics like following size are important, but for B2B launches it is arguably more important to focus on the engagement to follower ratio. During both events, we used a combination of influencers with larger followings and those with a smaller following who offer a higher engagement to follower ratio. 

As our influencers were all full-time plumbers and installers, their audience is exactly who Wavin was looking to reach for both events. We asked the influencers to post content on the day via Instagram stories and post event to continue driving awareness. Now these are busy people who are working on the job every day, so taking the time out to engage with a brand they love and help spread the message is a huge win when it comes to future brand loyalty in an ever-competitive market. As part of the influencer event promoting Hep2O Keyless, we took a leaf out of the book of big consumer brands – we’ve all seen the influencer dinners with gorgeous flowers, soft lighting and minor celebs. We gave it the Hep2O twist, with a cosy dinner in a local pub, pop quiz questions to gain vital insights from the attendees, and of course an unmistakably Wavin goody bag packed with chocolates in the shape of tools and Wavin’s now infamous Hop2O beer.  

This is likely to keep growing as the campaign is still ongoing, with social media content still to come on Wavin’s Instagram page – @hep2o. 

We also attracted attention to the launch of Hep2O Keyless in the trade media by placing an influencer reaction feature in Installer Online, once again using the attraction of influencers to create conversation and awareness of the product launch. We also distributed a press release covering the launch of the Wavin Installer Network, which highlighted an exclusive influencer event to trade media. This led to coverage in six of our tier one targets. 

In the long-term, we have seen an uplift in general brand-related promotions by the influencers who attended the events. Building these key relationships with influencers and maintaining them through continued conversation in Instagram DMs and WhatsApp chats with our dedicated community management and client teams remains an important part of enticing influencers to B2B launches. 

The results of the work we have done with influencers for Wavin show that there is huge value in adopting a typically consumer-based strategy using influencer promotion to help drive awareness and gather traction to B2B launches.