FX’s Landman is a series about investing in the land, literally and figuratively. To spread awareness of season 2, we carried that theme over into kits that encouraged the recipient to invest in themselves, Landman style. We sent kits to creators across demographics we knew would enjoy the show (sports creators, comedy creators, etc.), and some that seemed off the beaten track but worth a shot (lifestyle creators, celebrities, etc.). Everyone got a kit tailored to their unique demo, and a select few got handwritten, personalized letters from Tommy Norris himself. The result was content that earned 7.87M+ views, 425.6K+ engagements, and $1.1M+ in earned media value. We also got love from famous kit recipients like David Beckham and Pat McAfee.

We invested in bespoke content, fans invested in the show, and everyone struck black gold with Landman S2.