Social Media Case Study: Rinnai Canada

AUDIENCE BUILDING | CONTENT STRATEGY | AUDIENCE ENGAGEMENT | ADVERTISING

Rinnai Canada, a leading name in heating and water heating solutions, partnered with The Tiny Agency to launch its social media presence in Canada. While our collaboration spans a variety of marketing activities, this case study focuses on the strategic social media work we’ve executed for Rinnai Canada, with additional support provided to Rinnai America.

Primary Goal.
Influence the buying influencer (the installer) through targeted social media engagement.

Secondary Goal.
Utilize social media as a lead-generating channel to support overall business growth.
Platforms.
We focused on LinkedIn, Facebook, and Instagram to reach Rinnai Canada’s target audience.
Content Strategy.
Given limited assets, we creatively repurpose existing materials and collaborated with Rinnai America to develop new concepts and messaging that resonate with installers.
Content Creation.
We produce approximately 150 unique posts annually, in both English and French, totalling roughly 1,200 pieces of content to date. This includes posts designed to engage installers and build a loyal following.
Audience Building.
Using installer lists, we proactively built and manage a targeted audience across platforms, ensuring content reached the right professionals.
Engagement.
We curate customer engagement, build networks, and established an escalation path into Rinnai for high-priority interactions, ensuring that our efforts align with Rinnai’s broader goals.
Followers.
We successfully grew Rinnai Canada’s social media presence to over 5,000 targeted followers across platforms.
Engagement.
Our strategy has led to sustained engagement with installers, increased brand awareness among the target audience (PROs), and a modest but notable lift with consumers.
Impact.
The ongoing strategy generates sales leads, new connections, and advertisement inquiries, contributing to Rinnai Canada’s overall business success.
Integration.
Our work seamlessly integrates with Rinnai Canada’s team, effectively acting as an extension of their marketing department. This integration has also bolstered employee engagement, further strengthening the brand’s internal and external communication.
Through a tailored social media strategy, The Tiny Agency has significantly enhanced Rinnai Canada’s brand awareness, lead generation, and customer engagement. Our partnership continues to drive success, with The Tiny Agency serving as a trusted extension of the Rinnai Canada team.