Overview
Digital Media Management (DMM) partnered with FOX on an influencer campaign to drive awareness to its new reality dating tv series, Farmer Wants A Wife.
Fox TV Farmer Wants A Wife Influencer Campaign
Influencers engaged fans to tune into the rustic romance sizzling in the heartland of America on Fox TV's Farmer Wants A Wife
Strategy
DMM secured 16 mid-to-macro creators (125K-10.6M followers), majority being macro, with 10 creators having over 1M followers on TikTok, to create original content for TikTok and/or IG Reels, leaning into the country/farming lifestyle and romanticizing the heartland of America.
Results
The 16 creators, with a combined social reach of 34.5M followers, 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 $20K paid campaign to boost the 16 TikTok posts among the target audience for a 1 week period beginning on premiere day. Receiving an efficient $2.33 CPM (75% less than the $9.50 average on TikTok), the paid boosting campaign drove an additional 8M+ paid impressions and 111K+ paid engagements.
Overall, the combined campaign metrics resulted in 35 pieces of content, 10.5M+ impressions, 309K+ engagements, and a very efficient $19 CPM.
#FarmerWantsAWife is on Fox TV tonight @ Wednesdays @ 9/8c, next Hulu @realityclubfox sponsored by @foxtv
Tune in to the premiere of #FarmerWantsAWife on @foxtv Wednesday, March 8th at 9/8c, next day on Hulu! #FarmerWantsAWife @realityclubfox
Christy Carlson Romano (@christycarlsonromano)
Can you tell how much I LOVE being a farmer’s wife? Time to feed the chickens! 🐓Tune into the premiere of #FarmerWantsAWife on Fox TV tomorrow March 8th at 9/8c, next day on Hulu. @realityclubfox Sponsored by @foxtv
10.5M+
Impressions
309K+
Engagements
8.3%
Organic Engagement Rate