The Challenge
T Juice is a vaping brand operating in an industry where traditional digital advertising routes are largely restricted. Without access to conventional paid channels, the brand needed a credible, advocacy-led way to build awareness among its core audience.
Word-of-mouth is critical in vaping: consumers are typically loyal to their chosen brand and take strong direction from fellow vapers in their networks. T Juice needed a strategy built on that peer trust — reaching the right people, with the right products, at the right time.
Our Approach
Terrier built a tailored micro-influencer outreach strategy grounded in real audience research, delivered in two phases.
First, research and collation. Hundreds of relevant micro-influencers were identified through a combination of competitor Instagram profile analysis and geo-based research focused on specific vaping stores — ensuring the influencer pool was genuinely aligned with T Juice’s target customers, both topically and geographically.
Second, campaign delivery. Activity was structured around a bespoke content calendar mapped directly to T Juice’s product launches and range promotions, and coordinated with the brand’s existing social and email marketing — so each e-liquid reached its audience at the most commercially relevant moment.
The Results
The campaign gave T Juice a scalable advocacy engine in a market where paid advertising isn’t an option. Brand awareness was raised among the core vaping audience through trusted peer voices, with hundreds of relevant micro-influencers activated against a launch calendar that put the right products in front of the right people at the right time.
