Riley is a sustainable period care company from Ireland, delivering period products direct to customers’ homes on a subscription model built around convenience and changing the conversation about periods. To grow brand awareness across the UK, Riley needed to reach the online feminist and female hygiene communities, so we designed a two-phase influencer outreach campaign spanning Instagram and TikTok.
We began by targeting women who already followed Riley’s direct competitors, guaranteeing an audience with a proven interest in period products, before expanding to TikTok creators known for trend-led, user-generated content that resonates with Gen Z. The campaign produced 244 pieces of Instagram content and 24 TikTok videos, reaching a combined following of 3,271,926 and generating 16,636 engagements.
The result: an Irish brand introduced to the UK market through voices its audience already trusted.
Moving From Competitor Audiences to Gen Z TikTok
Two-phase campaigns like this run Terrier’s standard shortlist process in sequence: the first wave targets audiences already following direct competitors, since that guarantees proven category interest, and the second wave expands to a platform and creator type suited to a different audience segment. Usage terms were agreed with each creator before content went into production for either phase.
What 3.2 Million Combined Following Shows for an Irish Brand Entering the UK
244 pieces of Instagram content, 24 TikTok videos, 3,271,926 in combined following and 16,636 engagements is a reach and interaction figure, not a sales number. It shows how far a subscription brand’s message travelled once it moved through voices a UK feminist and female-hygiene audience already trusted, rather than arriving as a cold brand introduction.
