Shine Drinks is an Australian nootropic beverage brand producing low-sugar drinks crafted with natural nootropics. To connect with the right demographics at scale, the brand partnered with Terrier Agency on a targeted micro-influencer campaign built on audience alignment rather than raw follower counts.
We selected micro-influencers whose follower demographics matched Shine’s target consumer, briefed each on the essential product elements, and let them showcase the drinks in their own style. The ongoing campaign has reached a combined audience of 5,810,757 and counting, with a total creator following of 8,089,998 and 41,056 engagements.
Prioritising demographic fit over follower volume is what made the campaign compound, authentic, on-brand content that keeps growing the brand’s reach.
Matching Micro-Influencers to a Niche Drinker
Terrier’s approach to micro-influencer casting starts with audience overlap rather than reach: creators are shortlisted for who follows them, checked by hand for engagement quality and follower authenticity, and only then briefed on the essential product facts (for Shine, the nootropic ingredients and the low-sugar positioning) before being left to show the drinks in their own style rather than a scripted format. That order is what let the existing body’s own claim of matching “follower demographics” to the target consumer actually hold up creator by creator, rather than being a target set once and left unchecked.
Reading an Ongoing Campaign’s Numbers
A combined audience of 5,810,757 “and counting”, a total creator following of 8,089,998 and 41,056 engagements describe a campaign still running rather than one that has closed out. The reach total is a running figure, not a final one, and should be read as ongoing exposure rather than a completed result to compare against a fixed target.
