DAP Products Influencer Success Story
Leveraging Influencer Marketing to Become a Trusted Product Among New Audiences
Challenge
DAP® Products, an established building products brand among DIYers, was struggling to gain traction with building products’ dealers and contractors. Earning industry leaders’ approval was important for their QUICKKIT® product line’s success. A major obstacle was the perception that the brand is only for DIYers.
Opportunity
In overcoming this perception and increasing awareness of the brand’s professional line of products, DAP had an opportunity to increase the QUICKKIT’s market share and profitability.
Approach
To help build trust with dealers and contractors, the True team established a relationship with a highly regarded industry influencer. The goal was to allow a known influencer to tell the QUICKKIT story to their followers. Through a product placement video, the influencer hosted a product demonstration of how to use the QUICKKIT on the job site, making the product a real-life asset to any installer.