RUBY PRESS CASE STUDY
A Prime Video Series Launch Case Study
Client: June Farms
Location: West Sand Lake, NY (Upper Hudson Valley)
Engagement window: October 15, 2025 – February 28, 2026 (premiere announcement through award-season coverage)
Overview
June Farms — the West Sand Lake, NY farm, event venue, and hospitality brand founded by Matt Baumgartner — became the setting for its own original series, June Farms, premiering on Prime Video on November 17, 2025. Over the course of the campaign, the story grew from a single regional exclusive into a nationally syndicated entertainment narrative: more than 1.3 billion cumulative media impressions, coverage on four network-affiliate stations across the country, a GLAAD Award nomination, and a confirmed national 8-page feature in Country Living Magazine's December 2026 issue.
The Challenge
As a first-time television subject built around a working farm and event venue, June Farms faced a different set of hurdles than a typical premiere launch:
• Premiere-week clutter: November is peak streaming-launch season — outlets were actively running “what to watch” roundups, so June Farms needed a genuinely differentiated hook to cut through a crowded release calendar.
• Protecting the brand behind the show: June Farms is first and foremost a gentleman’s farm, event venue, and hospitality business — coverage needed to build national entertainment buzz without losing the local, farm-and-venue identity that built the business in the first place.
• Sustaining a five-month news cycle: A single premiere moment doesn't carry coverage through the winter — the campaign needed fresh hooks (holiday programming, awards recognition, lifestyle features) to keep June Farms in the press long after opening week.
• Earning national credibility fast: As a new television property, June Farms needed both grassroots regional validation and national entertainment recognition within a short window to establish itself before the premiere news cycle faded.
Strategy
• Premiere seeding: Early trade and local coverage (Metroland Now, Chronogram, Times Union, Capital Region Living, Albany Business Review) built anticipation for the November 17 Prime Video debut before it aired.
• Regional-to-national syndication play: The Times Union exclusive was picked up and rerun across Yahoo's entertainment network multiple times, multiplying a single regional story into hundreds of millions of impressions.
• National broadcast outreach: Targeted pitching placed the same in-depth feature on four network-affiliate stations spanning Texas, Florida, Indiana, and California (KXAN, WFLA, WTHR, KGET), turning a Hudson Valley story into a coast-to-coast broadcast moment.
• Launch party activation: An in-person premiere event drove same-week local press and organic social amplification from well-followed food, lifestyle, and hospitality accounts.
• Seasonal storytelling: Holiday programming — Photos with Santa, a Cookie Swap and Contest, a Christmas Tree Bonfire — kept June Farms active in regional event calendars and local news well past the premiere news cycle.
• Award-season positioning: Outreach around June Farms' GLAAD Award nomination extended the story into January with fresh regional and national coverage.
• Long-lead pipeline building: Ongoing relationship development secured a confirmed national feature in Country Living Magazine and a speaking appearance at The Country Living Fair.
Results by the Numbers
Cumulative media reach
1.3B+ impressions
Largest single placement
Yahoo Entertainment — 390M+ reach (premiere announcement)
National broadcast syndication
4 network-affiliate markets — 3.5M+ combined reach (KXAN, WFLA, WTHR, KGET)
Regional news anchor
Times Union — 7 placements, 8.9M+ combined reach
Regional print cover features
2 — The B Magazine and Capital Region Living
National awards recognition
GLAAD Award nomination (Times Union, MSN, The Troy Record)
Organic social reach
351K+ across 13 influencer and press posts/stories
Confirmed upcoming placements
2, including an 8–10 page Country Living Magazine feature
Regional News Validation
The Times Union anchored the story with seven placements over the course of the campaign — from the original premiere exclusive (1.2M+ reach) through year-end lifestyle and awards coverage — generating 8.9M+ combined reach and keeping June Farms rooted in mainstream regional news rather than niche entertainment coverage alone.
National Entertainment & Broadcast Recognition
The premiere announcement was picked up by Yahoo's entertainment network three separate times (a combined 1.1B+ reach) and by MSN, US Weekly, and Newsbreak, while the same in-depth feature ran on four network-affiliate stations (KXAN, WFLA, WTHR, KGET) for a combined 3.5M+ broadcast reach across four media markets outside New York — a strong signal that June Farms was being recognized as a national entertainment story, not just a local curiosity.
Award-Season Recognition
In January, June Farms earned a GLAAD Award nomination — coverage that ran in the Times Union, was picked up by MSN (94.4M+ reach), and was covered locally by The Troy Record, adding a credibility milestone well beyond the initial premiere news cycle.
Sustained Regional Lifestyle Coverage
Chronogram, Hudson Valley Magazine, and Capital Region Living covered June Farms repeatedly across the campaign — from premiere features through holiday event listings (Photos with Santa, Cookie Swap and Contest) to a Hudson Valley Magazine print feature and a Capital Region Living “Bestie Award” win for Best Wedding Venue. Founder Matt Baumgartner landed the cover of two regional magazines during the campaign — The B Magazine (Winter 2025–2026 issue, cover story and feature) and Capital Region Living (March 2026 issue, cover story and feature) — cementing June Farms as a recognizable regional lifestyle brand well beyond the premiere news cycle.
Organic Social Amplification
The launch party and subsequent farmhouse stays drew coverage from well-followed food, lifestyle, and hospitality accounts, generating 351K+ in earned social reach without paid promotion:
• @angrybaker — 100K followers (two placements)
• @oliviamuenter — 49K followers
• @jamescave — 12K followers
• @chef_sean_patrick_gallagher — 24K followers
• @timesunion — 40.7K followers
Takeaway
In just over four months, June Farms grew from a single regional premiere exclusive into a national entertainment story — landing broadcast coverage in four media markets, a GLAAD Award nomination, and glossy regional print features, while generating more than 1.3 billion cumulative media impressions. With a confirmed feature in Country Living Magazine and a live appearance at The Country Living Fair already on the calendar, the momentum built during the show's first season is carrying directly into its next chapter.