Bearface is a premium Canadian whiskey brand with an identity built around outdoor adventure and bold creativity. Established in Canada but entering Australia with no local recognition, the brand partnered with Terrier Agency to build awareness through creators who genuinely lived that adventurous lifestyle.
We curated influencers across three distinct categories (filmmakers and creatives, van-lifers and outdoor adventurers, and quirky bartenders and chefs) matching each to Bearface’s image rather than selecting on follower count alone. Creators took the product into real Australian outdoor settings, producing 40 stories with over 94,000 views and 169,774 impressions across a combined following of 1.19 million.
The user-generated content felt organic rather than promotional, introducing Bearface to a new market through visually striking stories that reflected the spirit of the brand.
Casting for a New Market Rather Than a New Audience
Entering Australia with no existing recognition meant casting had to build the brand’s identity from nothing rather than reinforce one people already knew, so creators were grouped into three distinct categories (filmmakers and creatives, van-lifers and outdoor adventurers, and bartenders and chefs) matched to the adventurous image Bearface wanted rather than picked on follower count, as the existing body already sets out. Alcohol content of this kind is also checked against local advertising codes before it goes live, the same compliance layer Terrier applies to every drinks brief.
What the Story Numbers Represent
40 stories generating 94,000-plus views and 169,774 impressions against a 1.19 million combined following is a visibility figure for a brand with zero market recognition to start from, not a sales number. It shows the adventure story reached a meaningful share of a following built from scratch by the campaign’s own casting.
