Engaging equine enthusiasts with a creative challenge to drive sales


Mitavite is a local horse feed manufacturer who’s serving a global audience in the equine industry.

Members of the equine community can be particularly brand loyal, so Mitavite have created the 12 Week Challenge concept and engaged Limeworks to deliver this program.

Initially, we created a visual identity for the 12 Week Challenge. Then we set to work on a custom portal to support the program.

Users could submit information about their horse via the online portal, which was then reviewed by an in-house nutritionist. A custom feed plan was then returned to them for them to commence their 12 Week Challenge.

Participants were encouraged to submit weekly feedback on the condition of their horse and the improvements they’d seen. A custom Facebook integration also allowed those updates to be shared publicly with Facebook friends so that we could encourage more users into the program. 

The result.

The 12 week challenge program increased awareness of Mitavite and their products. It was engaged by thousands of equine enthusiasts and professionals alike.

The work, in detail.

Mitavite set out to challenge dedicated equine enthusiasts to try a feed programme customised for their horse’s condition and performance.

We were already managing their website and video content, so naturally they came to us for this project.

In addition to creating an identity for this programme, it required a full custom development to automate processes, provide data management, and engage users.

  • Full brand identity for the 12 week challenge programme. 
  • Marketing collateral including point of sale signage and information for stockists to help promote the challenge.
  • Custom developed challenge website integration. 
  • Frictionless signup process to capture all required data, with support for multiple horses / challenges for a single user.
  • Facebook integration to allow challenge participants to share their progress to their profile, to further attract new participants.
  • Administration portal for Mitavite nutritionists to manage submissions and provide dietary plans.
  • Automated reminder emails to keep participants engaged throughout the challenge.
  • Data management to provide simple dispatch of challenge milestone and completion rewards. 

Shortly after the 12 week challenge project, we were also engaged to create the Mitavite Advocate Programme, which was an educational resource for partnered riders and stockists.

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