Project
Two-Year Partnership
Date
2021 - 2023
XIT Ranch
XIT is a legacy ranch brand founded in the 1880s and revived in 2020. Drew Knowles, the great-great-great-grandson of founder John V. Farwell, set out to bring the legendary XIT back to life. A brand with 140 years of story and zero social presence, launching with regenerative, grass-fed beef boxes. He knew video would be integral to spreading the word and growing fast. The rest was on us.
Deliverables
Multiple video series (beef recipes, horsemanship, legacy stories, and more)
200+ social media videos
1,000+ photos
Ongoing social media management
Strategy
We were developing content strategy weeks before the official re-launch. The first contract: two ads, a logo animation, a brand story video, and a six-part series called 'Tales from the Family,' plus dozens of photos for the new website. Within a few months, we were managing their social media and producing recipe videos to drive beef-box sales.
When XIT pivoted at the end of year one, we pivoted with them. Horsemanship became priority number one with videos featuring their $3M stallion Kit Kat Sugar and cornerstone broodmare Metallic Cat Rose. When their quarter horses started winning competitions, everything took off: a third-place finish brought 25,000 views; first place hit a quarter million.
It was never only about growth. We cared about the stories, the experience, and the partnership. With the right strategy, we hit our target metrics and then some.
The Results
✓ Nationwide awareness of XIT's return to ranching
✓ 500 → 18,000+ Instagram followers in two years
✓ 0 → 10,000 TikTok followers
✓ Competition videos reaching ~250,000 views
