Honeysticks is a New Zealand children’s brand committed to sustainability and organic materials. Terrier Agency was tasked with connecting the brand with family influencers who could introduce its products to new audiences while producing authentic content aligned with its values — with full image usage rights secured for repurposing across ads and social.
The campaign activated 29 family influencers across New Zealand, who published 28 posts and 47 stories. The content generated an estimated 103,000 views and over 6,000 engagements, reaching a combined following of more than 580,000.
With usage rights in place, Honeysticks seamlessly integrated the creator content into its advertising and organic social feed, extending the campaign’s value well beyond its initial run.
Securing Usage Rights Before a Single Creator Went Live
Because Honeysticks wanted the content for its own advertising afterwards, usage rights were secured as part of casting rather than negotiated after content went live — Terrier’s standard process for campaigns feeding paid media, agreed at contracting stage alongside the shortlist of New Zealand family influencers chosen for genuine alignment with the brand’s sustainability and organic-materials positioning.
What 103,000 Estimated Views Across a Family Audience Shows
29 family influencers publishing 28 posts and 47 stories generated an estimated 103,000 views and over 6,000 engagements from a combined following of more than 580,000 — a reach and engagement figure for New Zealand family audiences, not a sales number. With usage rights already in place, that content moved straight into Honeysticks’ own advertising and organic social feed, extending a single campaign’s value well beyond the reach figure alone.
