Fox TV Farmer Wants A Wife Influencer Campaign

Strategy

To drive viewership to the series premiere, DMM designed an influencer campaign partnering with a mix of mid-tier to macro content creators. The campaign focused on generating original content that revolved around the themes of rural living and agricultural lifestyle, central to Farmer Wants A Wife.

Creators were given the creative direction to infuse their own countryside values into TikTok and Instagram posts. Their content ranged from sharing their aspirations to wed Prince Farming, engaging in light-hearted interviews with locals at farmers markets, to offering comedic twists on the niche TikTok trend labeled “I hope a cute farmer doesn’t …”.

Results

In total DMM contracted 16 creators, with a combined social reach of 34.5M followers, who posted 35 pieces of contracted and added value content, resulting in 2.4M organic impressions, 198K organic engagements, and an 8.3% organic engagement rate (89% greater than the industry average of 4.4%).

For further reach and exposure, DMM executed a $20,000 paid media campaign to boost the 16 TikTok posts amongst the target audience for a 1-week period beginning on premiere day. Receiving an efficient $2.33 CPM, the paid boosting campaign drove an additional 8M+ paid impressions and 111K+ paid engagements.

Overall, the campaign metrics resulted in a combined 35 pieces of content, 10.5M+ impressions, 309K+ engagements, and a very efficient $19 CPM.