Installer TikTok

To reach and engage new installer audiences, with a particular focus on younger demographics – from trainees and apprentices to newly qualified engineers.

Although Baxi was already achieving steady performance on TikTok, the content wasn’t resonating with the desired audience, with just 18% of users in the 18-24 age range.

We needed to create a more ownable space for Baxi, delivering reach with relevance and targeting young installers without overtly commercial messaging.

Our content audit revealed a misaligned audience, highlighting a clear opportunity to shift approach: the people featured in the brand’s content didn’t reflect who Baxi was trying to reach. In response, we established an influencer strategy rooted in creators and installers who better matched the target demographic, taking advantage of the TikTok algorithm’s favouring of age-reflective audiences.

By harnessing EGC and a refined always-on creator programme, we built trust and authenticity. Combining informative and entertaining content, we amplified reach through organic creator activity and Spark ads to increase visibility.