Homefire is the UK’s leading solid fuel brand, bringing warmth to millions of homes with their range of smokeless fuels, logs, and firelighters. Terrier Agency partnered with Homefire to run a year-round influencer marketing campaign that positioned the brand at the heart of cosy home content on social media.
Activating 465 creators across home interiors, lifestyle, and family niches, the campaign generated 12.3 million impressions and 487,000 engagements, delivering an exceptional 8.4% engagement rate. Content ranged from autumnal firepit evenings to winter living room transformations, each piece naturally featuring Homefire products.
With nearly 2,900 pieces of content shared to a combined audience of over 15 million followers, the campaign established Homefire as the go-to brand for cosy living content while driving significant seasonal demand.
Running a 465-Creator Roster Across a Full Heating Season
A year-round brief for a seasonal product needs a roster large enough to keep publishing through every stage of the season rather than the cold snap that makes for the best photo. Terrier’s casting for a programme this size works the same shortlist-and-vet process at scale, 465 creators approved individually across home, lifestyle and family niches, each briefed to show the product inside their own seasonal routine rather than to a shared script.
12.3 million impressions and 487,000 engagements across nearly 2,900 pieces of content is an attention figure describing how much of that seasonal audience the content reached, not a sales number. An 8.4% engagement rate held across a roster this large is what shows the cosy-home format was working for individual creators rather than for the campaign average.
