Approach
Platinum wanted to raise awareness, solidify their place at the top and catch the eye of even more veterinarians, rodeo cowboys, equestrians, casual riders and horse lovers in every riding discipline.
Solution
Based on Brand Advantage Testing that discovered the most important things horse owners, veterinarians and riders wanted out of their nutritional supplement, HDC developed the "This is My Horse, This is My Platinum" Brand Champion print and web campaign. Featuring professional and non-professional riders, trainers and owners across all disciplines, the "This is My Horse" campaign demonstrates that Platinum is for everyone and connects Brand Champion stories with new audiences everywhere.
The ads also feature a distinctive look and feel—beautiful lifestyle photography artfully retouched to enhance the setting, creating a powerful, captivating image and mood. Each ad is always paid off by photography of the supplements the Brand Champion uses and an explanation of why they use it.
This look and feel translated nicely digitally, and now consumers can tell their story at thisismyhorse.com. Platinum Performance created this social media network to bring enthusiasts together to share their love of horses and their commitment to giving them the very best.
Results
The universally lauded "This is My Horse" campaign that has not just become the talk of the industry, but has elevated the look, feel and storytelling in nearly all horse and riding publications. Also, the campaign has exploded into a successful, buzz-worthy social media program that amplifies the good word and faith about Platinum, building an even bigger network of loyal Brand Champions.