Time to saddle up and take a closer look at the strides we’ve made with the My New Horse program 🐴
My New Horse is a welcoming resource for those who are new to horses, adding new horses to their barn, or getting back into horse ownership, and provides them with information and support as they enjoy life with horses. The My New Horse program is sponsored by Sentinel, along with partners Absorbine and Equus, and has been a key initiative for building the Sentinel brand and engaging with the new horse owner community.
We are excited to share some of the great success we have seen with this sponsorship!
Social Media: A HUGE spotlight of this success has been attributed to the growth in followers and engagement on The My New Horse social media. Since March, we have increased our followers from 1,000 to now over 20,000 followers! Additionally, based on the engagement on social and in our email campaigns, we also know that these are quality followers that are interested in learning more.
Website: Another exciting metric is the amount of people coming to the My New Horse website to learn about horse ownership and do research prior to purchasing a horse. We have doubled our number of page views this quarter compared to the previous! This is great, because we are leaving an impression on individuals that will be entering the category. These individuals are putting trust into the My New Horse program to provide them with information through the new ownership process, and part of this is introducing Sentinel and the benefits of choosing our feed for their horse.
Audience: We are very pleased with the demographics of the audience we are reaching through this program. The majority of our audience falls into the age segments of under 25 and 51+ years of age. These individuals are nationwide, but 89% reside in our core trade areas. This is important because as these consumers are learning about Sentinel, we have a retailer in their area to drive them to for trial. Another attribute we see from our audience, is that they are closely split between English and Western disciplines, leaning slightly more towards Western.
Looking Ahead: We have some exciting opportunities coming up to further promote the Sentinel brand. Mark your calendars for the My New Horse Anniversary Giveaway in September, a celebration of our commitment to equine nutrition and the relationships we’ve built over this year. Additionally, we’re gearing up for targeted eblasts that will reach the inboxes of those most passionate about their equine companions and providing them with a high value coupon.
We are excited to continue to ride this momentum and ensure that every new horse owner feels confident and supported. Together, we’re not just selling a product; we’re nurturing a community.
