84 Lumber

Challenge: To increase awareness of 84 Lumber’s national presence and key differences by helping to educate audiences about 84 Lumber’s products and services for both contractors and the general public. It was also important to showcase 84 Lumber’s commitment to women in the construction field, being a woman-owned company themselves.

Solution: We identified, vetted and engaged six top – mid-tier contractors and DIY influencers across the country to create projects using 84 Lumber supplied materials. Each influencer created their own unique projects and documented their building journeys, from in-store visits to the final project, through a series of social media content on various platforms. This included short-form images and videos on Instagram (feed, stories and reels) and TikTok to long-form videos on YouTube.

Results: Delivering 127 pieces of unique content, the campaign garnered more than 5MM impressions and received incredible engagement, with Instagram engagement rates over 14% (12x higher than the industry average). The campaign also drove more than 17,000 link clicks to the 84 Lumber website and social pages. Views on YouTube and TikTok videos continue to grow, showing the longevity of video content.