FarmVet is an American veterinary pharmaceutical company specialising in products for horses and dogs, sold nationwide through its website. While its travelling store had built strong recognition on the horse show circuit, FarmVet needed to extend its reach online. Terrier Agency mapped the entire US equestrian influencer landscape through data analysis of comparable brands, then delivered tailored outreach to the creators who fit best.
From over 100 influencers contacted, 41 secured agreements, a strong conversion built on genuine brand-audience fit. The creators published 47 Instagram feed posts and 42 stories, accumulating an estimated 1.8 million+ views, 61,766 engagements, and a combined following of over 2.6 million.
The dual-format Instagram strategy put authentic product showcases in front of a highly targeted equestrian audience nationwide.
Mapping an Equestrian Audience Before Reaching Out
A travelling store can only be in one place at a time, so FarmVet’s route to a nationwide online audience had to work differently from its horse-show circuit presence. Terrier mapped the entire US equestrian influencer landscape through data analysis of comparable brands first, then sent tailored outreach only to the creators who fit, the reverse of a broad send-out, built to find genuine brand-audience fit rather than volume for its own sake.
What a 41-From-100 Conversion Rate Shows
41 agreements from over 100 influencers contacted is a strong conversion rate precisely because the initial list was narrowed by data first, not cast wide and filtered afterwards. The resulting 47 Instagram feed posts and 42 stories, reaching an estimated 1.8 million+ views and a combined following of over 2.6 million, put FarmVet’s products in front of a genuinely equestrian audience nationwide, the specific readership its travelling store had already proven cared about the brand.
