INTERNATIONAL MASONRY INSTITUTE
When the International Masonry Institute wanted to elevate the profile of union masonry and connect with designers, architects, and contractors, Kind of Viral stepped in to modernize their communications. We designed and executed a multimedia strategy that blended video storytelling, paid media campaigns, and social engagement, ll to showcase the craft, attract new audiences, and strengthen IMI’s digital presence.
+10,164,080
IMPRESSIONS ON LINKEDIN + TWITTER
+1,500%
INCREASE IN REACH
+10,000
FOLLOWERS ACROSS PLATFORMS
KEY OBJECTIVES AND ACHIEVEMENTS
Directed video storytelling series highlighting women and apprentices in construction, bringing industry stories to life
Managed six-figure paid media campaigns to increase visibility with target audiences (designers, architects, contractors)
Developed social media strategy and training for staff and partners to ensure consistency and long-term growth
Created engaging multimedia content (graphics, video, copy) that drove higher engagement across IMI’s platforms
Attracted younger audiences to the masonry industry by tailoring campaigns to emerging professionals
