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BUILD MANITOBA     winnipegconstruction.ca
IMPACT BUILDERS
S
ocial media is tough to crack, but 
Thor Plumbing & Heating has 
brought its hammer. Since beginning 
their online marketing push in 2019, 
owners Christina (CEO) and Justin 
Thor (president) have used humorous, 
informative and authentic messaging 
to reach thousands of followers across 
Canada. As a result, the company has 
built a virtual audience that extends 
well beyond its Winnipeg headquarters, 
bringing new business, industry-wide 
attention and young talent to its doors.
As parents to teenagers, Justin  
realized that reaching the upcoming 
generation of workers and business 
owners meant going “where the 
conversation had moved.”
“They’re all online,” he says. “We 
see it every day. That’s how they 
communicate. That’s how they get their 
media. That’s how they get all of their 
information. So for a company not to be 
utilizing that for the younger generation 
to get word-of-mouth marketing out is 
missing their chance.”
BUILDING AN AUDIENCE
Thor Plumbing’s initial social media 
strategy was pure trial and error. The 
duo started by opening an Instagram 
account and posting videos and pictures 
from their jobsites, with the intent of 
simply connecting with people in their 
community. Post by post, their account 
began to attract online followers, and 
after three years, Christina found herself 
taking on the role of full-time social media 
manager alongside her CEO position.
“People don’t really understand how 
much time social media takes when 
you’re doing it for an organization,” she 
recalls. “It’s very time-consuming. Once 
you start, people expect a certain level 
of entertainment and professionalism, 
and it’s tough. You have to be constantly 
creative and thinking ahead.”
“That’s when we realized we needed to 
outsource,” she adds.
Enter Magic Co. Marketing, an all-female 
marketing company that helped Thor 
take its online success further with posts 
and content that tapped into broader 
audience engagement.
“When I first started working with Thor 
almost three years ago, I’ll admit I was 
a little nervous about how I’d make this 
industry ‘Instagrammable,’” says Fernanda 
Ferreira, owner of Magic Co. “I had never 
worked with a construction company 
before, but I remember thinking, what if 
we just have fun with it?”
Magic Co. held true to its name, working 
its online mojo to help Thor Plumbing’s 
Instagram gain traction – a growth 
Ferreira credits to “the trust and creative 
freedom Justin and Christina gave me 
and my team from day one.”
Soon, Thor Plumbing’s account was 
gaining visitors by the thousands.  
That’s when Christina and Justin 
expanded its social media roster with 
a firm that could help it narrow in on 
the construction community. Enter: 
Journeyman Marketing.
“Thor is one of our favourite clients to 
work with,” says Logan Brown, principal 
with the firm. “Justin and Christina are 
visionary, forward-thinking leaders, ones 
who invest back into their company and 
their people more than anyone I’ve  
ever seen.”
Marketing for Thor has been relatively 
easy, he continues. It helps that the 
company is actively involved in planning 
events, holding contests and building 
a strong internal culture that naturally 
translates into compelling content. “They 
do all the heavy lifting,” Brown says. 
“We simply document it and help them 
showcase all of these amazing aspects 
to the public.”
THE BENEFITS OF ENGAGEMENT
With Magic Co. and Journeyman 
behind the screens, Thor Plumbing 
has assembled its social media dream 
By leaning into humour 
and authenticity, Thor 
Plumbing & Heating 
is reshaping how 
construction shows  
up online
By Matthew Bradford
Photo courtesy of Thor Plumbing and Heating.
SOCIAL MEDIA STANDOUT
THOR  
PLUMBING  
& HEATING

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