Uncovering Influencer Potential in the Building Industry

An Untapped Market

When you think of influencers, you might think of clothing, makeup, and home goods—not building products. But that’s changing.

In the B2B world, there’s an enthusiastic audience of building professionals who are quick to engage in conversations about their industry, offering untapped potential. That’s why, at GS&F, we continue to deliver influencer relations as an integrated approach to our client LP Building Solutions.

For one campaign, we used all of LP’s building solutions on a single home. We partnered with two influencers to increase brand awareness, drive leads to the consideration stage, and leverage LP’s unique competitive advantage of providing multiple solutions for the builder from the same trusted manufacturer.

The Opportunity

With influencers we could authentically reach LP’s audience of building professionals, who were already eagerly engaging with each other about their industry on social media. When it comes to techniques and products, we know that builders are looking to their peers for advice. So, we brought in builders Kyle Stumpenhorst (who already had an established following) and Jordan Smith (who was growing his following online) to track the All-in-LP House build on both their personal accounts and on @lp_pros, the brand’s Instagram channel, sparking conversation with building professionals every step of the way.

One House From One Manufacturer

We partnered with contractors Kyle Stumpenhorse of Rural Renovators and Jordan Smith of Jordan Smith Builds to not only design and build the home, but also promote the build on their social channels in order to generate authentic engagement during the process.

Kyle and Jordan used every LP product, from framing and sheathing (LP Structural Solutions) to siding (LP SmartSide® Trim & Siding).

The build supported a fully integrated influencer campaign including installation videos, social promotions, marketing automation content, and much more.