Challenge

Produced in a 3-week burst of creative energy, #ForTheLoveOfEquestrian is a creative campaign that incorporates equestrian highlights from the past to give hope for a brighter future. The campaign is currently live, and inspiring millions of fans worldwide.

Aims

1. Unite the equestrian community during COVID-19
2. Fill the void created by cancelled events
3. Tell stories to cheer the heart and re-energise the community

Solution

#ForTheLoveOfEquestrian features incredible stories from elite athletes and everyday riders.

The campaign highlights the dedication, courage and support that underpins equestrian sport.

To reach the intended target audience we used our in-depth audience analysis techniques, built up over many years, to give us a detailed understanding of their wants, needs, habits and passions.

This data-driven knowledge enabled us to come up with a platform-specific strategy for this campaign. It guided our targeted social messaging, video output, and how we employed user-generated content.

Within hours of the launch, the hero video (in platform-specific versions) appeared on network sites across the globe, e.g. the Instagram output debuted on FEI-owned channels and Kaley Cuoco’s personal Instagram page.

As a result, the campaign was quickly picked up and distributed by international news organisations (including China’s largest news outlet, Xinhua News), equestrian platforms such as Equestrian Worldwide and Equnews, National Federations including Canada, Germany and South Africa and Brazil, and of course, equestrian fans around the world.

In summary, how our content reached the intended target audience – and beyond – so successfully can be explained through strategies embedded prior to delivery.

Watch the #ForTheLoveOfEquestrian Case Study Video

Interesting Facts

1. From idea to delivery we developed the campaign in just 3 weeks.

2. Hollywood actor Kaley Cuoco (8 Simple Rules, Big Bang Theory) and equine fanatic narrated the launch video.

3. The campaign runs for 3 months and includes a UGC competition, inspiring video and editorial rider stories, and behind-the-scenes content.

4. We’ve been FEI’s retained social media and editorial agency for over 3 years.

Results (so far…)

3,000,000

video views

317,000

fan engagements

25x

more shares than the average FEI post

A massive thank you for all the hard work on #ForTheLoveOfEquestrian! It’s been a brilliant team effort with an outstanding video to show for it at the end. I’m really happy with how it all came together.

Alice Permain, Sports Content Manager, Broadcast & Digital

International Equestrian Federation

Contact us to find out how we can grow and engage your audience.