Promote and educate the ‘traditional’ equestrian industry about the little known Isabela Double Pearl gene and its ability to produce gold coloured horses.
Following an unsuccessful and rather boring PR campaign, we quickly discovered that print journalists and ‘traditional’ horse people didn’t believe that Pearl of Peace was gold or could produce gold coloured offspring.
The idea to create an effective social media campaign to educate and raise awareness of the rare pearl gene to the general public and bypass old-school media was started in 2012. The campaign needed to be fun and engaging with lots of interaction with followers. A loveable persona was created for the genetically rare horse which is maintained through daily posts on his Facebook page including pictures, caption contests and questions to encourage engagement with followers. Targeted advertising has been successfully employed to reach users with similar interests. Infographics are utilised to promote other horses within the Equus Vita breeding network. Plus a Youtube channel was created allowing dedicated fans to enjoy videos of Pearl of Peace and his friends.
The social networking campaign has achieved substantial success and the Facebook page now has over 536,000 followers*. From the Facebook page Pearl of Peace educates followers on his genetics, breeding and other news from his stable buddies. Images are Liked, Shared and Commented on hundreds of times. Awareness of the unique golden horse and the rare pearl gene has risen tremendously on a global scale with thousands of dedicated fans located in the UK, USA, Spain and Australia.
In 2017 promotions have focused on Pearl of Peace as a breeding stallion, and this has seen his frozen semen shipped across Europe and to the USA and Australia, followed by successful births in Spring 2018!
*Accurate as of 18/04/18