ENTER THE WORLD
We learned the language, people, products and pressures of professional farriery—from everyday work to international competition.
MUSTAD HOOFCARE / GLOBAL
NOT A TRADE.
A CULTURE.
How Ingredients helped Mustad become the farrier industry’s largest organic social media brand by making content from inside the community—not outside it.
AUTHENTIC CONTENT / REAL FARRIERS01 / THE INSIGHT
FARRIERY ISN’T
JUST A JOB.
It is a world people live and breathe.
When we first began working with Mustad, it became clear that most agencies would approach the farrier industry like any other skilled trade—placing it alongside electricians, plumbers or builders.
We saw something completely different. Farriery felt closer to surfing, BMX or mountain biking: a tightly connected culture with its own language, heroes, traditions and relentless drive to progress.
Farriers travel to competitions, study one another’s techniques and constantly work to improve their knowledge. Their profession shapes their identity. To earn their attention, Mustad could not simply advertise to them. The brand had to contribute to their world.
STOP MARKETING
AT THE COMMUNITY.
START CREATING
WITH IT.
02 / THE APPROACH
TRUST IS
THE STRATEGY.
We built Mustad’s content around usefulness, credibility and genuine participation in farrier culture.
CREATE VALUE
Education, product knowledge, case studies, techniques and entertaining stories gave farriers a reason to watch, save and share.
SHOW THE REAL CULTURE
Real clinicians, real workshops, real horses and real expertise replaced generic advertising with content the community recognised as its own.
FIELD PRODUCTION / EDUCATION / BRAND STORY03 / THE WORKBUILT IN THE FIELD.
BUILT IN THE FIELD.
NOT THE BOARDROOM.
Ingredients plans strategy, develops campaign ideas, films, photographs, designs and manages social content in-house. That continuity keeps every piece of work recognisably Mustad and rooted in the people it serves.
04 / WHAT CHANGED
BEFORE
Product-led communication
The audience treated as a trade
Generic campaign thinking
Marketing that interrupted
AFTER
Education-led storytelling
The community treated as a culture
Real expertise and credibility
Content people actively seek out
THE CATEGORY’S
LARGEST ORGANIC
SOCIAL PRESENCE.
Mustad’s accounts have grown organically into the largest social media presence in the farrier industry. The audience was not bought through shortcuts. It was earned by consistently making authentic content that respects the culture and helps the people within it.
100%ORGANIC-FIRST GROWTH
6+YEARS OF PARTNERSHIP
GLOBALCOMMUNITY & CAMPAIGNS
CONTEXT → CULTURAL INSIGHT → STRATEGY → EXECUTION → OUTCOME
HAVE A WORLD WORTH UNDERSTANDING?