Fancy Plants is a plant-based dessert company offering healthy, aesthetically packaged vegan alternatives to traditional sweet treats, aimed at young Australians who want indulgence without compromising their values. Terrier Agency ran a targeted creator outreach campaign to put the product in front of that audience through peer content rather than advertising.
More than 100 influencers were contacted and 89 went live, an activation rate of roughly 89% that reflects both the product’s appeal and the strength of the creator relationships. The campaign generated 270 stories with over 480,000 story views, reaching a combined following of 4,072,208 health-conscious young Australians.
With creators free to lead on either the health angle or the indulgence angle, the campaign connected with multiple audience segments at once and drove awareness at scale.
Getting an 89% Activation Rate From a Cold Creator List
Consumer-goods campaigns aimed at a values-driven audience follow Terrier’s standard shortlist process: creators are vetted for genuine interest in plant-based or health-conscious content before outreach, product ships ahead of content going live, and creators are given latitude to choose whichever angle, health or indulgence, fits their own audience best.
What 4 Million Reach Meant for a Vegan Dessert Brand
89 of just over 100 contacted creators going live, generating 270 stories and more than 480,000 story views across a combined following of 4,072,208, is a reach and activation figure, not a sales number. For a new entrant in a crowded dessert category, that activation rate shows the product itself did the persuading once it reached the right creators.
