Wilsonart Influencer Program Drives Noteworthy Results

April 29, 2022

LCWA was charged with driving awareness for the Wilsonart Wetwall™ Water-Proof Wall Panel System and showcasing its beauty and benefits, including that it’s easy to install, durable and is a high-performing, low-maintenance wall panel solution for any wet area. Our home PR team turned to some of the best DIYers in the industry to form strategic partnerships that would help reach the brand’s target audience with meaningful content. All three partnerships offered diversified deliverables ranging from a national print placement to social content and professional photography. Together these influencers reached a wide audience across varied platforms. From YouTubers to popular media influencers, our program covered it all.   

Family Handyman. Brad Holden, an editor at Family Handyman who serves as a DIY resource for projects, renovations, design inspiration and more, became one of our first partnerships. He highlighted the Wetwall™ Water-proof Wall Panel System in a “spa bathroom” makeover in a step-by-step installation article featured in the October/November print issue of Family Handyman. The project even landed a spot on the cover! As an added bonus, the project was covered on Family Handyman’s YouTube page as well as online at FamilyHandyman.com and MSN.com.

These placements reached a massive DIY audience, with the print placement and online articles alone reaching an audience of 1.2M and 3.2M, respectively. The bonus coverage on MSN.com racked up an additional 910M impressions and the YouTube video generated 3,700 views. In total, the partnership garnered over 914 million impressions!

Ari Smejkal. Ari Smejkal is a craftsman and the carpenter on the popular HGTV show Windy City Rehab. He renovated his farmhouse style kitchen and guest house bathroom in Germantown, Wisconsin to have a modern twist, thanks to the help of Wilsonart and Wetwall. His new, dream kitchen features the Wilsonart® Solid Surface Crafted Collection countertops in Carrara Emporio and a Solid Surface Farmhouse Sink in Designer White to create a seamless look. In his guest bathroom, he installed the Wetwall Water-proof Wall Panel System in Aria Whiteon all four walls, elevating the space and giving it a spa-like feel. From this partnership, we were able to deliver professional photos of the finished kitchen and bathroom as well as plenty of social content to his DIY and design-savvy audience.

On social media, his projects generated a total of 224,057 impressions, garnering 3,357 likes and 130 comments. Additionally, Ari’s Instagram Reels proved to be popular with his audience, receiving more than 12,547 views!

April Wilkerson. April Wilkerson is a well-known DIY YouTuber who specializes in woodworking and home improvement projects. She impressively completed a bathroom renovation in just five days – wow! She transformed her shower with the Wetwall Water-proof Wall Panel System in Calacata Statuario, sharing every step of the project with her impressive YouTube audience of more than 1.45M subscribers!

Overall, more than 61,000 people viewed her step-by-step installation video on YouTube and more than 4,000 people liked her kitchen renovation content on Instagram, where she also earned an additional 56,000 views.  

Each partnership brought different, but equally important, deliverables to Wilsonart and were a huge success among the large audience of DIYers and home enthusiasts.