As the trend continues to grow for American families turning back to their roots for connection to their communities and families, we wanted to explore how this desire for nostalgic experiences and strength-seeking was surfacing for farmers across the United States.
There is no greater group of individuals affected by inclement weather conditions and climate change as farmers - highlighting their love for their land and family was an organic story worth telling for The Weather Channel. Partnered with Mahindra Tractors, we sought out to identify farmers that held a family connection to their land through generational farming. It was our goal to profile these farmers highlighting the farm location they chose, the passion they have for their animals and land, and how weather plays a supportive and critical role in their daily lives.
Through custom content, brand integration and social promotion, in parthnership with Mahindra Tractors, we created a cross platform continuous storyline to inspire and engage weather enthusiasts, hobby farmers and families everywhere. Profiling small farms coast-to-coast, The Weather Channel Meteorologists filmed in-field meeting each family and profiling their story of family farming. Taking a cinematic approach throughout the storyline, Mahindra Tractors is seen as the backbone for farming activities and a trusted partner to tackle all needs. Aligned to key seasonal periods, the content premiered on The Weather Channel social platforms as well as linear exposure across all dayparts.
What made this content so unique is that so often stories of farming are fraught with devestation, we aimed to create a story that brought the true passion for farming forward.
Social engagement was 69% higher than all other content within the campaign timeperiod
Videos ranked in the top 5 engagment of content among all other network content for the time period and in the top 3 for engagement shares.
Linear content airings delivered between 21% and 39% higher than content at similar times.
Over 3 million impressions for the total campaign
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