Reaching new heights: Unlocking the potential of influencer marketing for the Built Environment  

Written by

Rida Oyebade


The built environment industry is about connecting communities, shaping perceptions, and creating a better future. And with the power of influencer marketing, the impact of the built environment can be taken to new heights. In this article, I explore how influencer outreach can engage communities, change minds, and drive positive change. 

In the last two decades, the marketing industry has undergone a significant transformation thanks to the rise of social media. As a result, businesses have had to adapt to the digital age in order to stay relevant and connect with consumers where they are spending their time. One strategy that has emerged as a powerful tool for businesses is influencer marketing. 

According to a recent survey, 60% of marketers believe influencer-generated content performed better than their branded content. Furthermore, a study by the Influencer Marketing Hub found that the UK influencer marketing industry is set to reach £10 billion by 2022. These statistics highlight the growing importance of influencer marketing in the UK and the potential for businesses to benefit from this strategy. 

At BECG we’ve seen the impact influencer campaigns can have on generating engagement for projects, from helping promote locations, shifting perceptions on programmes through to changing behaviours and making lasting impact.  

One example of a successful influencer campaign was our work with National Grid in East Anglia. The “What If” campaign aimed to increase understanding of the need for new energy infrastructure in the region. We used organic and promoted content across social media platforms such as Twitter, Facebook, and Instagram, and collaborated with two lifestyle content creators to add a unique perspective on renewable energy. Our aim was to find influencers who had a strong connection with their audience and good engagement rates. We believed that by selecting influencers who were well-liked by their followers, we could increase the chances of our messaging being received positively. 

To achieve this, we thoroughly researched the influencer market in East Anglia, looking for those who had large followings, high engagement rate and create content aligned to National Grid’s purpose and values. We wanted to make sure that our campaign was created by people who truly understood the local audience, and who could create content that would resonate with them. By doing so, we were able to craft a campaign that was not only effective, but also truly representative of the region. 

One of the findings from the campaign review, was the audience was more receptive to the influencer content, rather than being brand led. This highlights the power and impact that influencer-led messaging can have in an awareness campaign. The creator content alone generated high engagement rates (104,000 views and 4,600 post engagements) and received a positive response to National Grid’s work. 

Another example is the campaign run by United Utilities focused on the “What Not to Pour” initiative, aimed at educating audiences on the negative impact of pouring cooking fats, oils, and grease down drains. By focusing on a hyperlocal approach, we were able to craft a campaign that was not only effective but also representative of the target audience. By finding influencers who were a reflection of our audiences we were able to connect with them in a way that felt authentic and genuine. This, in turn, led to higher engagement rates and a more successful campaign overall. 

In conclusion, our hyperlocal strategy proved to be a crucial element in the success of these influencer campaigns. By targeting and personalising our approach, we were able to establish a meaningful connection with the target audience, resulting in positive outcomes. These case studies highlight the effectiveness of influencer marketing and its potential to increase awareness and drive desired actions. By incorporating influencer marketing into their campaigns, organisations in the built environment can take their marketing efforts to the next level and stay competitive in the digital age. 

At BECG, we aim to do just that with our clients. Find out more about our expertise here.


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