How a family-owned business leads category growth with content creators
You’ve seen the bright red Handy Products line of products designed to make painting and DIY projects easier for both professionals and DIYers. A family-owned business, Handy Products started with just the Handy Paint Pail and disposable liners — now, 20 years later, their line has grown to include the Handy Paint Tray and Handy Pro Pail. So where does influencer marketing come to the fore?
“Maccabee has been the driving force of our influencer campaigns since Day One. From helping select the influencers we work with to handling the contracts and communication, Maccabee has played a vital role in our social media marketing strategy” – Meg Bergman Social Media Manager for Handy Products.
To spread awareness to its target audiences, Handy Products teamed up with Maccabee to kick-start its influencer program. By building relationships with influencer partners across the DIY space, Handy Products has seen amazing outcomes — diversifying its influencer partnerships to include nano, micro, and macro level influencers.
Fast forward to today, and Handy Products’ influencer program has grown by a whopping 366%. In fact, Handy Products now and partners with double the initial number of influencers. Notable influencers that Handy Products has worked with include: Cathy and Garrett Poshuta of @thegritandpolish, Mandi Gubler of @vintagerevivals, and Cass Smith https://www.instagram.com/cassmakeshome/?hl=en.
In addition to traditional partnerships, Maccabee has also aided Handy Products in being a returning partner of The One Room Challenge® — a biannual event that challenges influencers to completely transform a room with the help of various DIY brands in a total of eight weeks.
One partnership that stands out was the opportunity to work with Julia Marcum of @chrislovesjulia. When Handy Products partnered with Julie back in 2017, she boasted a modest 100,000 followers; now the creator has grown her audience to be one of the most popular platforms in the DIY space, boasting 1M followers on Instagram alone. And Handy Paint Products has grown with it!