Double Forte

Employee & Events

Ferguson’s Orchards

By Monica Rolbiecki-Severson

Turning fall tradition into a must-visit destination

We turned social influence into real-world action, positioning Ferguson’s Orchards as a must-visit Midwest fall destination and driving an 80% increase in attendance in a single season.

80%

increase in attendance

1.6M+

impressions

50%+

Instagram follower growth

Challenge

Ferguson’s Orchards wanted to drive significant attendance growth during the highly competitive fall season, when families have no shortage of options competing for their weekends. The challenge was to break through that crowded landscape and show that Ferguson’s offered far more than apple picking. We needed to position the orchards as must-visit fall destinations, create urgency to visit and turn increased awareness into people through the gates.

Approach

POSITIONED FERGUSON’S AS A DESTINATION, NOT JUST AN ORCHARD. Double Forte centered the campaign on the breadth of the Ferguson’s experience, showcasing the orchards as premier Midwest agritourism destinations and giving families more reasons to make Ferguson’s part of their fall traditions.

PUT TRUSTED LOCAL VOICES AT THE CENTER OF THE STORY. We strategically selected local and travel-focused creators whose audiences aligned with Ferguson’s priority visitors, giving the campaign credible voices that could show families what an actual day at the orchard looked and felt like.

TURNED THE ORCHARD EXPERIENCE INTO SHAREABLE CONTENT. Rather than relying on traditional promotional messaging, creators experienced Ferguson’s firsthand and captured the attractions, activities and moments that made the orchards worth the trip. The resulting content extended Ferguson’s reach across social platforms while providing an authentic reason to visit during the fall season.

CONNECTED INFLUENCE TO A BUSINESS OUTCOME. The campaign was designed to do more than generate impressions and engagement. By concentrating creator activity around Ferguson’s critical fall season, Double Forte used social influence to build awareness, inspire visits and ultimately help drive more people through the gates.

Results

The campaign delivered measurable growth across both brand visibility and the business itself:

80% increase in fall attendance

1.6M+ social impressions

50%+ growth in Minnesota Harvest Instagram followers in a single season

Most importantly, the campaign demonstrated that influencer marketing could do more than create awareness for Ferguson’s. It turned social discovery into real-world visits, helping establish Ferguson’s as a must-visit Midwest fall destination while delivering significant attendance growth.