From Utilitarian Product to Viral Equestrian Social Media Sensation

Greystone USA, a company specializing in barn equipment, faced a significant challenge: how to generate visibility and interest for a highly beneficial, yet utilitarian product on social media. The product, a piece of equipment designed to help efficiently pick up manure in pastures & stalls called The Pasture Vac, is an investment purchase. It’s not something most people would typically think of buying for themselves or see as "fun" like they would with new tack or riding apparel. To overcome these hurdles, our influencer marketing campaign transformed their visibility, taking the product from obscurity to relatable virality.

Challenges The barn equipment industry isn’t typically associated with excitement or social media buzz. The Pasture Vac, while highly functional and advantageous, faced an uphill battle in attracting attention. The client’s main challenges included:

• Difficulty in making the product appear relatable and appealing on platforms dominated by lifestyle and entertainment content.

• The product’s significant price point, making it a tough sell to the everyday horse person without demonstrating its clear value.

• A historically slow sales period during the winter months, further complicating efforts to drive sales.

“When we first conceptualized the pasture vac, we knew it was a product that belonged in every barn. It saves time, reduces physical strain on the body, and keeps your animals healthier by removing manure more efficiently than a pitchfork. It’s a solution that provides countless benefits while making barn maintenance easier and more effective.” – Danielle Steffen, CEO Greystone USA

Strategy To address these challenges, we developed a creative influencer marketing strategy centered around relatability, humor, and authenticity. Our approach included:

1. Humor-Driven Content We crafted content that humorously highlighted everyday problems faced by barn owners and equestrians, such as back pain from repetitive manual labor. One standout piece was a parody of an old black-and-white infomercial that exaggerated these issues while showcasing how the product provided a solution.

2. Relatable Visuals All campaign visuals were designed to look like they belonged in a typical barn setting vs. producing content around high-end facilities. This made the product feel accessible and practical for every target audience.

3. Diverse Influencer Collaboration Our client partnered with a diverse set of the LiveEQ Influence Group, including professional show jumpers, adult amateur riders at small barns, and individuals who board their horses. By tailoring content to different audience segments, we ensured maximum relevance and engagement across demographics.

“We chose influencer marketing because it allowed us to reach equestrians in an authentic way. These influencers have real, relatable connections with their audiences. It’s not about selling a product; it’s about telling a story and showing how the pasture vac makes their lives easier. That’s what really resonated with people.” – Danielle Steffen, CEO Greystone USA

Results The campaign’s results far exceeded expectations:

• A single post garnered over 3,000 shares and a 22% engagement rate, driving significant organic reach.

• The campaign has so far generated over $50,000 in earned media value.

• The client experienced a substantial increase in inbound leads and sales during historically slow months. ROI has exceeded 13X.

Impact Due to the campaign’s success, the client has continued to invest in their influencer marketing efforts. They are now working even more closely with the LiveEQ Influence Group and are producing custom content tailored for their social channels, reinforcing their brand presence and building on this momentum.

Conclusion This case study demonstrates the power of creative influencer marketing in transforming even the most utilitarian products into social media successes. By leveraging humor, relatability, and strategic LiveEQ Influencers, we turned a barn equipment product into a viral sensation, delivering outstanding results and long-term value for the client.

Want to experience these results for your business? Set up a complimentary consultation call!