Carabao is a leading UK energy drink brand known for its light, sparkling flavours and low sugar content. Despite strong product credentials, the brand was struggling to generate high-quality user-generated content and authentic reviews at scale, so we built a focused one-month influencer campaign to boost its online presence.
Influencer selection combined competitor analysis with interest-based targeting, segmenting creators into sporting fanatics, gym goers, and existing Carabao advocates. Within a single month, 62 influencers went live, publishing 12 feed posts and 93 stories, 129 pieces of content in total, to a combined following of over 4.3 million.
The campaign gave Carabao the volume of credible, brand-aligned social proof it needed to convert new audiences across the sport and fitness communities where it competes.
Segmenting Creators by Sport Rather Than Size
Casting split creators into sporting fanatics, gym-goers and existing Carabao advocates rather than treating “fitness” as one audience, combining competitor analysis with interest-based targeting to find people already primed to try an energy drink, the segmentation the existing Approach paragraph already describes. Running the whole list live within a single month meant briefing, production and approval had to move faster than Terrier’s standard six-to-eight week campaign shape allows, closer to a gifting-style sprint.
Content Volume as the Real Deliverable
129 pieces of content, 12 feed posts and 93 stories, from 62 creators reaching a 4.3 million combined following is a volume and reach figure, not a conversion number. What it demonstrates is the “credible, brand-aligned social proof” the existing body names as the actual goal, which needed quantity across sport and fitness communities rather than one hero post.
