The Radiator Company

Heating up engagement

When looking to grow its social media presence, leading manufacturer of designer radiators, The Radiator Company approached CIB for its expert assistance.

CIB recommended that The Radiator Company increase its brand awareness and tap into the growing interest in interior décor and home renovation on Instagram – a previously untapped channel for the brand.

Following an initial social media engagement plan and platform launch, CIB recommended The Radiator Company amplified its presence on the channel by working with micro influencers. Following an analysis and sourcing exercise, CIB embarked on a PR strategy with two popular interior and home renovation profiles. As part of the PR agreement, the accounts were gifted beautiful radiators to complement their interior schemes, with several aspects of the radiator installation documented on each of the profile Instagram accounts in return – from their selection of the radiator designs through to the final interior results and aesthetic.

“We are delighted with how our brand has performed on this channel and the results have exceeded all expectations. Instagram was a new direction for The Radiator Company and we were at first a little hesitant to follow an influencer strategy as this was unknown territory for us. CIB supported us with a well considered proposal and strategy that provided the reassurance to take this route and we are so pleased with what it has achieved. We have been impressed with how CIB managed the Instagram channel and the relationships with the influencer profiles that has helped us achieve followers, increased brand presence and product enquiries.”

- Simon Morris, Marketing Manager, The Radiator Company

The result

By cultivating, managing and facilitating the partnerships with popular Instagram influencers and supporting their documented interior journeys, CIB enabled The Radiator Company to achieve rapid growth on this platform. In particular, with the assistance of the influencers, the company far exceeded its KPIs: By layering an influencer strategy with Instagram growth tactics, CIB was able to achieve The Radiator Company’s first year follower targets six months ahead of schedule. With an inspired following, the company also experienced an increased number of business enquiries – many correlating to the timing of influencer posts, and a significant increase in demand for the products the influencers had been gifted.

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