The Challenge
Glenhaven is a food producer. Food brands have to earn a place in a creator’s actual cooking or shopping routine. Content that treats the product as a prop is transparent to audiences and does not convert.
Our Approach
We confirmed a mid-sized creator list and briefed for content built around real use.
- 28 creators were confirmed after review
- Selection prioritised food and family accounts whose audiences buy in the category
- Briefs asked for the product used in a genuine meal or routine
- Content was approved against brand guidelines before going live
Insisting on real-use content kept the campaign credible with an audience that spots a staged placement immediately.
The Results
28 confirmed creators generated 159,322 views against a total audience reach of 1,131,874.
Briefing for Real Use, Not Product Placement
Food and family accounts were prioritised in casting because a food producer’s product has to appear inside a genuine meal or shopping trip to read as credible, not sit on a counter as a prop, the real-use brief this study’s own Approach section already describes. Terrier’s standard vetting still applied underneath that: creators were reviewed by hand before the 28-strong list was confirmed, and finished content went through brand-guideline approval before publication.
What 28 Creators Actually Delivered
159,322 views against a 1,131,874 total audience reach describes how much of that reach converted into an actual watch, not a purchase, a smaller number than the reach figure by design, since not everyone reached opens a video. The client’s own product line isn’t confirmed in the source material for this campaign, so the honest reading of these figures stops at reach and attention, nothing more specific.
