The Challenge
Glawning makes glamping tents and awnings for camper vans. A camping product sells on how it looks set up and how easily it goes up. Both need showing over time and in real conditions, which a studio image cannot do.
Our Approach
We ran a sustained campaign with camping and van-life creators using the product on real trips.
- 107 pieces of content were produced across a long campaign period
- Creators were selected from camping, van life and outdoor travel content
- Briefs asked for setup and real trip use rather than static product shots
- Content was approved against brand guidelines before going live
Content produced on actual trips answered the two questions buyers have: how it looks, and how hard it is to put up.
The Results
107 pieces of content reached an audience of 1,520,991 at a 5% engagement rate.
Proving a Setup Works, Not Just Describing It
A tent that looks complicated to pitch loses the sale before the buyer reaches the price. The creator brief for Glawning was written around that single risk: every piece of content had to show the awning going up in real time and outdoors, not folded flat on a driveway. Terrier’s standard vetting still applied — creators were checked for genuine camping and van-life audiences before outreach, and usage terms were agreed before the first trip — but the brief itself was built to answer the setup question rather than simply showcase the product.
Reading the Reach Figure for a Niche Product
1,520,991 in reach from 107 pieces of content is not a sales figure for a specialised camping accessory — it is a measure of how many people outside Glawning’s existing customer base saw the product actually being used. The 5% engagement rate shows that reach translated into people stopping to watch a setup rather than scrolling past, which is the one thing a studio product photo could never prove.
