AMBASSADOR TOOLKIT & CONTENT GUIDE

 

Welcome to the Keane Riders Circle Ambassador Toolkit!

This is your go-to guide for representing Keane Equestrian with confidence. Inside you’ll find everything you need to create engaging content, understand our brand, use your ambassador resources and grow as part of our community.

There are no strict rules on creativity—we want you to enjoy sharing your genuine riding journey. The best content is authentic, positive and reflects who you are as both a rider and a person.

For information about your ambassador benefits, Starter Kit, discount codes, content requirements and quarterly rewards, please refer to your Welcome Guide.

About Keane Equestrian

At Keane Equestrian, we’re passionate about creating more than just an equestrian store—we’re building a community.

Our goal is to become a trusted destination where riders of every age and ability feel welcomed, supported and inspired.

The Keane Riders Circle was created to bring together riders who genuinely love horses, value quality and safety, and want to encourage others while sharing the journey.

We believe the best ambassadors aren’t measured by follower numbers, but by the positive impact they have within the equestrian community.

Our Brand Values

Everything we do is built around these values:

🐴 Horse First

The welfare, comfort and happiness of the horse always comes first.

🤝 Kindness

Support other riders, encourage beginners and help create a welcoming community.

⭐ Authenticity

Share your genuine experiences and honest opinions. Your audience trusts you because you’re real.

🛡️ Quality & Safety

We value products that help riders feel comfortable, confident and safe in the saddle.

❤️ Community

Celebrate each other’s successes, lift one another up and enjoy the journey together.

Our Brand Voice

Think of Keane Equestrian as your supportive friend at the stables.

Our communication should always feel:

• Warm and welcoming
• Supportive and encouraging
• Practical and helpful
• Honest and authentic
• Positive and inclusive

We celebrate progress—not perfection.

Do & Don’t

✅ Do

• Share genuine riding experiences.
• Show your personality.
• Celebrate progress and achievements.
• Encourage fellow riders.
• Share helpful tips and honest product feedback.
• Represent horse welfare positively.
• Create content you’d be proud for your riding community to see.

❌ Don’t

• Criticise or shame other riders, horses, brands or disciplines.
• Share unsafe riding practices.
• Make medical or safety claims you can’t support.
• Use offensive or negative language.
• Share your personal discount code publicly.

Creating Great Content

The content that performs best usually feels natural rather than overly polished.

Some ideas include:

Riding

• Riding lessons
• Flatwork
• Jumping
• Trail rides
• Competition days
• Warm-up routines

Stable Life

• Grooming
• Tack cleaning
• Feeding routines
• Rug changes
• Stable organisation
• Horse care

Lifestyle

• Get Ready With Me
• Outfit checks
• Packing for competitions
• Coffee before the stables
• Day in the life
• Weekend riding adventures

Product Content

• Unboxings
• First impressions
• Fit and sizing
• Product reviews
• Favourite features
• How you use your Keane products

Remember—you don’t need professional photography. Authentic everyday riding moments are often the most engaging.

Photography & Video Tips

Keep your content simple and natural.

Photography

• Use natural lighting whenever possible.
• Keep images bright and clear.
• Show genuine smiles and relaxed moments.
• Make sure products are easy to see.
• Include your horse whenever possible.

Video

• Film vertically.
• Keep clips short.
• Show movement.
• Use simple text overlays.
• Add captions where appropriate.
• Keep videos engaging and easy to watch.

Easy Content Formats That Perform

If you’re not sure what to post, try:

• Outfit of the Day
• Get Ready With Me
• Ride Day Routine
• Competition Preparation
• What’s in My Grooming Bag
• Stable Morning Routine
• Product Review
• Favourite Riding Outfit
• Before & After Tack Cleaning
• Day in the Life with My Horse

Caption Formula

A simple formula that works well:

1. Hook

“If you ride through winter, you’ll love this…”

2. Share Value

Explain what you noticed about the fit, comfort, quality or why you enjoy using the product.

3. Call to Action

Examples:

• Save this for later.
• Let me know if you’ve tried it.
• Feel free to message me if you have any questions.
• Use my audience code if you’d like to save on your order.

Before You Post

Ask yourself:

✅ Is my content bright and easy to see?

✅ Does it represent Keane’s values?

✅ Is my horse presented safely and comfortably?

✅ Have I tagged @keaneequestrian?

✅ Have I used #KeaneRidersCircle?

✅ If I’m sharing a discount code, is it my audience code?

Tagging & Hashtags

Please tag:

@keaneequestrian

Use:

#KeaneRidersCircle

We’ll occasionally share additional campaign hashtags throughout the year—feel free to include these whenever relevant.

When posting Reels or TikToks, please tag us in both the caption and on-screen where possible.

Your Discount Codes

You have two ambassador discount codes.

Personal Discount Code

This code is for your own purchases only and should not be shared publicly.

Audience Discount Code

This is the code you should share with your followers, friends and riding community.

Using the correct code helps us accurately track ambassador performance.

Supporting the Community

One of the things that makes the Keane Riders Circle special is our community.

We encourage every ambassador to:

• Support fellow ambassadors.
• Celebrate each other’s achievements.
• Leave encouraging comments.
• Welcome new members.
• Share ideas and inspiration.
• Help create a positive environment for everyone.

As our community grows, we’ll continue creating opportunities for ambassadors to connect through exclusive updates, group chats and future community events.

Recognition & Opportunities

Throughout the year we love recognising ambassadors who consistently represent the Keane values.

You may be selected for opportunities such as:

• Product testing
• New collection previews
• Social media features
• Website features
• Newsletter spotlights
• Surprise gifts
• Exclusive ambassador rewards

These opportunities aren’t based solely on sales—they’re also awarded for consistency, creativity, kindness and community spirit.

Frequently Asked Questions

Do I have to create professional content?

Not at all. Authentic content performs best.

Can I wear other equestrian brands?

Absolutely. We simply ask that when representing Keane Equestrian, our products are showcased positively and authentically.

What if I’m injured or unable to ride?

Just let us know. We understand life happens and we’re always happy to work with you.

What if I need content ideas?

Reach out anytime—we’re always happy to help brainstorm ideas.

Can I ask product questions?

Absolutely! We’re here to help with sizing, product information and recommendations.

Under 18 Participation

For ambassadors under 18 years of age, a parent or guardian must manage participation, communication and social media posting.

Need Help?

Whether you need assistance with:

• Product sizing
• Orders
• Content ideas
• Ambassador questions
• The Ambassador Hub
• Or anything else

We’re always here to help.

Email: keaneequestrian@outlook.com

Instagram: @keaneequestrian

We aim to respond within 24–48 hours.

THANK YOU!

Thank you for being part of the Keane Riders Circle.

Every rider brings something unique to our community, and we’re incredibly grateful you’ve chosen to represent Keane Equestrian.

Keep being yourself, enjoy the journey, support those around you and never stop celebrating the incredible bond between horse and rider.

We’re so excited to have you with us.

Welcome to the Circle.

Love Always 

Aileen