Strategy

XIT is a legacy brand originally founded in the 1880s and revived in 2020. Before day one, the Knowles leaned on us for content. Initially, they were selling regenerative, grass-fed beef boxes. Our first contract included two ads, a logo animation, a brand story video, and a six-part video series called ‘Tales from the Family’. We also delivered dozens of photos to help bolster their website. Within a few months, we were managing their social media and producing recipe videos to help drive sales.

When they pivoted at the end of year one, we did too. Horsemanship became priority number one. We created videos featuring their $3M stallion (Kit Kat Sugar) and cornerstone Broodmare (Metallic Cat Rose). When their quarter horses started winning competitions, everything took off. Third place got us 25,000 views, and first place put us close to a quarter million. 

We managed their video strategy for over two years. In that time, they grew from 500 followers to over 18,000 on Instagram and from 0 to 10,000 on TikTok. For us, it wasn’t always about growth. We cared about the stories, the experience, and the partnership. We did it right, and the metrics followed.