The Challenge
Equilume makes light therapy masks and stable systems for horses, developed out of equine science research. Equilume sells into a specialist audience (breeders, trainers and serious equestrians) where credibility comes from practitioners, not from general animal content. Mainstream pet creators would have been the wrong audience entirely.
Our Approach
We built the campaign inside the equestrian community rather than around it.
- Creator sourcing was limited to equestrian accounts: riders, yards, breeders and equine professionals
- Audience fit was checked against the buying audience for a premium equine product, not general pet ownership
- Creators used the product over a period rather than posting a single unboxing, so the content reflected real use
- Content was reviewed against brand guidelines before going live
Staying inside the specialist community kept the content credible to the small audience that actually buys the product.
The Results
61 pieces of content reached an audience of 1,234,753 at a 3.4% engagement rate, strong penetration of a narrow, hard-to-reach specialist market.
Sourcing Inside the Yard, Not the Wider Pet Category
A specialist buying audience changes where the shortlist is drawn from. Terrier’s usual audience-overlap checks were narrowed to riders, yards, breeders and equine professionals only, ruling out mainstream pet or animal creators who might have delivered a larger following at the cost of credibility with the people who actually buy light therapy equipment. Creators were briefed to use the product over a period, so the content showed real stable use rather than a single delivery-day post.
61 pieces of content reaching 1,234,753 people at a 3.4% engagement rate is a reach and attention figure for a narrow, hard-to-reach market, not a sales number. What it shows is that staying inside a small specialist community still produced meaningful penetration of it.
