Lanair: A Social Media Case Study
Overview
Lanair Products LLC was founded in 1976 and is the world’s largest manufacturer of factory-direct waste oil heaters. From its headquarters in Janesville, WI, the company manufactures cost-effective and environmentally friendly heating systems for businesses that generate used oil. These businesses, which primarily operate in settings ranging from auto shops to industrial facilities, value equipment that lowers heating costs and converts a waste stream into a working asset.
The Challenge
Lanair’s main goal was to increase online visibility and broaden brand awareness. Their name had carried weight within its industry, but the goal was to get more individuals and business owners to be aware of their innovative product solution to waste oil.
As customer behavior turned toward digital research and discovery, Lanair needed a stronger social presence to expand product awareness and connect with both B2B and B2C audiences. Ultimately, they sought to educate potential customers on the value of waste oil heating and drive more product inquiries.
Our Social Media Strategy
Foremost Media developed a targeted multi-channel social media program centered on reach and continuity. Rather than dispersing resources across every emerging platform, we concentrated on environments where Lanair’s core audience already engaged.
Platform Focus:
- Facebook became the primary channel, a balance of paid and organic content that could both inform and attract. The campaign mixed product demonstrations, customer success stories, and short educational segments that explained the mechanics and benefits of waste oil heating.
- TikTok and Reddit were explored experimentally to test alternative reach potential and gather insight into niche communities. However, performance data quickly showed that Facebook’s ecosystem provided stronger traction and return than these platforms.
A steady posting cadence helped to increase impressions and follower engagement. Posts alternated between high-visibility imagery (showing equipment and installations) and practical education (how waste oil heating reduces costs, what differentiates Lanair units, etc.). The content echoed the same precision and honesty that define Lanair’s engineering approach.
The Results
After twelve months, Lanair’s social media reach expanded across social media:
- 2.7 million+ views across Facebook in one year
- 101 posts published over the campaign period
- 28.2% increase in followers year-over-year
- 12 hours and 53 minutes of cumulative video watch time
- Top-performing posts generated over 100,000 views each
Turning Visibility Into Value
Foremost Media’s targeted Facebook strategy helped Lanair achieve massive reach and engagement with their core audience. Once an offline story that had lived for decades in print and on trade-show floors finally took shape online. The company’s reputation and technical credibility translated naturally into content that people watched, shared, and returned to.
That change is what Foremost Media builds for. Real presence, measurable reach. Stories that hold up wherever they’re told. If that’s what you’re after, we’re ready to help make it happen. Contact us to start improving your social reach today.