Hygain USA
Hygain Feeds is an Australian equine feed and supplement brand. For over 30 years Hygain has been feeding champions, whether it be Melbourne Cup winners, Olympic medalists or championship titlists in harness racing, reining, dressage, show jumping and eventing. Hygain is a global equine health and nutrition company that has partnered with the Alltech FEI World Equestrian Games in 2010 and again 2014, supporting national and international equine athletes. The brand’s unique and revolutionary feed cooking processes enhance nutritional value, improve palatability, increase feed efficiency, and reduce digestive disorders in horses.
Our Role
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Ecommerce Website Design & SEO
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Product Photography
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Creative Campaign- Photography and Video Productions
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Media Buy and Strategic Placement
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Digital Ads
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Social Media Management
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Print Collateral Design
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Event Activation
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Copywriting
The Challenge
The client was looking for a cohesive marketing strategy from creative to placement which could all be handled holistically. Hygain needed an agency partner with a deep understanding of the United States equestrian consumer market—across multiple disciplines. They required cohesive visuals and messaging that riders in various disciplines could relate to and support for sales reps working to build a sales network domestically from the ground up.
Our commitment to depth in campaign messaging and strategic sponsored rider endorsements, as well as creative, was essential in giving Hygain a voice as a major feed player in the USA. It was critical that our campaign messaging demonstrated to horse owners how Hygain is dedicated to equines and their special requirements, resulting in outstanding nutritional solutions that make a difference to horse health and performance.
Solutions
Entrigue developed a marketing strategy that focused on cohesive sponsored rider endorsements through video and photos which would be relatable to the American customer. We built customer engagement by evoking images via our creative campaign “Cooked to Perfection” from ideation to production to placement. By strategically integrating the production, we were able achieve assets for multiple legs and placement on Hygain’s various platforms, from digital to print.
We utilized interactions with sponsored riders that customers knew and respected as Olympic and world champion athletes, visually showcasing their achievements and feed results via social media, social media CPC ads and digital ads while providing analytics and ROI reporting. We supported the sales team and brand manager with graphic design and copywriting for sales materials such as product detailers, special promotions, print ads, blogs and more.
Entrigue also strategically assisted in yearly equestrian and horse show related media buys including: event asset placement and event campaign activation.
