The second season of "The Edge of Farming" took viewers from the heart of America’s Indiana corn country to the steep hills of southeastern Washington and down to California’s Central Valley.
We aimed to develop a strategy to not only tell the story of the farmers profiled but to also translate the idea that farming is more than a job: it is a way of life. We interwove content from the series, its fans and leading farming sites to fabricate a tapestry that accurately painted a picture of agriculture and the many challenges farmers face.
As a result of the strategy and content developed and implemented across multiple channels, "The Edge of Farming" rose to new heights, setting new standards for viewership and online interaction for the series. (The integrated campaign developed for "The Edge" even managed to sell a Challenger tractor!) The Facebook audience grew from just under 10,000, to a total audience surpassing 21,000 in less than a year. In addition to Facebook, the show’s YouTube channel total number of subscribers climbed to nearly 2,300 — up from 1,200 — prior to the debut of Season Two.