CASE STUDY
B&Q
top three performing videos of all time
The challenge
Different teams. Different goals. The same need for effective influencer partnerships.
Since September 2024, OAC has worked with B&Q’s organic social and acquisition teams, managing collaborations with established home, interiors and DIY influencers.
For the organic social team, the focus is reach and engagement. For acquisition, it’s content designed to convert. Instagram is the primary channel, alongside partnerships on some of B&Q’s most-viewed YouTube series.
The thinking
Bring B&Q’s products into projects people want to follow, through influencers whose expertise and creativity give audiences a reason to watch.
Each collaboration connects the brand’s objectives with the influencer’s individual style, turning practical home and garden improvements into engaging content
The people
Collaborations have featured Jack Kinsey, Kate Hewitt (@our_bears_home), Greg Penn (@manwithahammer) and Rachel Verney (@the_shoestring_home).
Their hands-on experience, distinctive ideas and audience relationships bring credibility and personality to B&Q’s products.
Why it worked
A clear brief. Key talking points. Room to make it their own.
B&Q gives influencers the direction they need without scripting away the qualities their audiences follow them for. That creative freedom lets them shape the campaign around their own homes, projects and storytelling.
The result is content with a clear brand purpose that still feels like their own.
What happened
B&Q has invested £225,000+ in influencer collaborations through OAC over the lifetime of the relationship.
Three OAC-managed collaborations became B&Q’s three most-viewed social videos of all time:
• Kate’s garden kitchen - 22.6 million views.
• Jack’s UPVC doors - 13 million views.
• Jack’s nan’s garden - 10.2 million views.
Together, they generated
45.8 million views
setting a new benchmark for reach on B&Q’s social channels.
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