First Editions concludes creator-led series, 'Getting Dirty with First Editions'

First Editions Shrubs & Trees released the final episode of "Getting Dirty with First Editions" on Aug. 20, completing an eight-part consumer video series and revealing a finished landscape.

The series brought together six trusted garden creators, each with a distinct design perspective and established audience. Rather than telling the story exclusively through a traditional brand voice, First Editions put the creators at the center of the project, giving them the freedom to solve real landscape challenges, make plant and design decisions and share practical education and inspiration in voices their audiences already know and trust.

“Getting Dirty is part of an intentional evolution in how we build our brands and ultimately drive demand for our industry partners,” said Ryan McEnaney, series host and marketing & communications manager at Bailey Nurseries, owner of the First Editions brand. “Consumer attention is fragmented, and the path from discovery to purchase looks very different than it did even a few years ago. Trusted creators increasingly influence what people discover, what they consider and ultimately what they want to buy. We’ve spent years building authentic relationships with creators who have credibility with garden consumers, and this series allowed us to take those partnerships deeper, turning attention into education, inspiration, brand affinity and ultimately purchase intent for First Editions plants.”

Across the eight episodes, creators tackled distinct conditions and design needs throughout the property, from planting near water and adapting to sun and shade to screening, foundation plantings and bringing cohesion to a large site. The project features First Editions Shrubs & Trees alongside Endless Summer Hydrangeas and Easy Elegance Roses, showing consumers not simply individual plants, but how they can be selected, combined and used to create successful landscapes.

The participating creators were Brian Gainey, Michelle Akbashev, Janice Groves, Chia-Ming Ro, Robbie McMenomey and Yuliya Bellinger, with a collective following of roughly 1 million people. Each assumed responsibility for a distinct part of the property while contributing to a unified final landscape. McEnaney served as host, connecting the individual projects and highlighting the design considerations, plant attributes and practical lessons that emerged throughout the transformation.

“We wanted the content to feel useful first and branded second,” said Bailey Social Media Specialist Katie Swartzer, who led the series with Senior Graphic Designer Clarisa Ponce de Leon. “When gardeners can see someone they trust work through a real project, understand why a plant was chosen and envision it in their own landscape, we’re building confidence that can carry all the way to the garden center. That consumer demand ultimately benefits everyone growing and selling First Editions.”

The approach continues First Editions’ intentional efforts to meet home gardeners where they increasingly discover products, seek advice and make purchase decisions. By pairing the reach and credibility of third-party creators with long-term brand relationships and deeper storytelling, First Editions said it's extending its media strategy beyond traditional brand channels to create consumer pull that supports growers, retailers and other industry partners throughout the network.

"Getting Dirty with First Editions" is available on the First Editions Shrubs & Trees YouTube channel.

For more information on how to utilize the series to support your business, contact Gretchen McNaughton at Gretchen.McNaughton@baileynurseries.com.