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A man in workwear holding a walkie-talkie kneels on a golf green, framed inside a large circular graphic showing a cross-section of turf and roots against a rolling green landscape.

Envu Golf — Plant Health Campaign
  • Envu
  • Campaign
A bold graphic on a black textured background featuring neon green text that reads "THE WATCH" and a white tagline, "KNOW BEFORE YOU GROW," alongside an image of an insect in the bottom right corner.

Bayer Traits — The Watch Campaign
  • Bayer Traits
  • Campaign
An array of Masterbrand cabinets cabinets in various colors.

Masterbrand – Fieldstone & Starmark Rebrand
  • Masterbrand
  • Branding
A cityscape with a purple and pink gradient shape surrounding it. Text that reads "break through to new horizons" and a prompt that instructs you to "Wave to move forward."

Envu – Innovation Trade Show Experience
  • Envu
  • Branding
A women wearing bright colors and makeup with text in the background that reads: Enter the Cryptoverse.

CINQ by Coinstar
  • Coinstar
  • Branding
A Collage showing a ranchers and wildfire workers around a central "Share the Spark Project" wildfire-prevention logo that reads: "partnering for Wildfire prevention."

Envu – Share the Spark
  • Envu
  • Campaign
A traveler with a hat and backpack walking a scenic trail, shown through a smartphone frame displaying the Marriott Bonvoy search bar.

Marriott Bonvoy
  • Marriott
  • Digital
A sketch of a jockey riding a horse with central text that reads: "Channel Seedsman Ignite 2023"

Seedsman Ignite
  • Channel
  • Branding
Three cans of ArchCity Defenders’ beer labeled "Justice for Some," with a dark blue and red design.

Justice for Some
  • ArchCity Defenders
  • Campaign
A women walking hand in hand with her young child down a path leading to a city.

Envu – Global Brand Development
  • Envu
  • Branding
A flyer that read "Stay on top of root Health" and "Introducing Resilia. A first-of-its-kind solution to protect your roots." A golf ball is located in the top right corner over a pink and purple gradient background.

Resilia
  • Envu
  • Campaign
Two men from Channel in a field with large crop reviewing data on a tablet.

Channel Brand Campaign
  • Channel
  • Campaign
  • 16 Oct 2025
  • News

Channel TikTok Launch: Meeting the Next Generation of Farmers Where They Are

When Channel® declared MY26 the Year of Video Storytelling, the goal was clear: Lean into video as the most powerful way to connect with the next generation of farmers — a community of risk-takers energized by the pursuit of better.

To make that vision real, Channel partnered with HLK to launch the brand on a platform built for authentic human connection: TikTok.

The Challenge

Farmers are as digitally connected as any audience, but their needs are unique.

Much of what they rely on day to day can’t be found through a quick online search. They look to trusted experts who understand their fields, conditions and challenges firsthand.

To reach these younger, next-generation farmers, Channel needed to show up differently. TikTok offered a space to highlight the brand’s strongest asset — its people.

The Approach

Together with Channel, HLK built a TikTok strategy centered on authentic storytelling from the ground up.

The team developed a mix of original, trending and educational content published weekly to build algorithmic momentum and audience familiarity. Featuring SeedPros and Technical Agronomists, each video brought local expertise and personality to the feed, creating a balance of insight and entertainment that resonated with the audience.

To succeed, the approach demanded new ways of working — faster approvals, agile execution and a willingness to embrace the spontaneity that makes TikTok effective. The launch post used real SeedPro footage to show that the Channel audience was already active on the platform — and that the brand was ready to meet them there.

The Results

In the first three months, the results told a clear story of traction and growth:

  • 3.4K total followers (1.6K in the first month)
  • 2.3 million video views
  • 11.8K total engagements

The launch post became Channel’s most engaged piece of content to date, generating 4,610 total engagements.

The Impact

Channel’s TikTok launch demonstrated how authentic, expert-led storytelling can extend the brand’s voice and build real community.

By leaning into video and showing up where their audience is already engaged, Channel built a space where expertise feels personal and conversation keeps growing.

The result is more than a social milestone — it’s a blueprint for how HLK will continue helping agricultural brands cut through the noise, connect with their audiences in meaningful new ways and build stronger relationships that move their business forward.