Upping The Father’s Day Gift Game: How Jerky In A Box Realized Over $85K In Sales In Just 3 Weeks
Dad-Inspired Gifts With Great Taste + A New Product Launch
Coming off the successful launch and Black Friday/Christmas campaign we did with Jerky in a Box, we got to work on concepting for Father’s Day. (Because what’s Father’s Day without delicious jerky, right?) Jerky in A Box wanted to further increase their customer base while, at the same time, incorporating the soft launch of a new product. We worked together to design and implement a campaign that would also capitalize on the annual June weekend set aside for dads.
About Drake Meats
Founded in 1949, Drake Meats – producers of Jerky In A Box – has been owned and operated by the Ediger family for over 70 years. Their mission is “to bring people together around good food”, and their aim is to become a household brand, enjoyed by Canadians.
Based in Drake, Saskatchewan (where the company derives its name), they are the proud producers of premium craft meats – from sausages and wieners to burgers, bites, bacon, jerky and more. Carefully crafted in small batches, their products are made from the finest selections of naturally-smoked, prime cuts seasoned with household spices.
Drake Meats wanted to sell three types of Father’s Day gift boxes at specific price points to appeal to different kinds of gift givers within a short amount of time.
- One of the earliest challenges that we identified was ideating creative that was going to catch people’s attention and communicate that the gift boxes were available only for a limited time.
- We also knew campaigns that run for a short time can rack up costs so it was imperative that we continually monitor to ensure profitability throughout the duration. It was also a prime opportunity to drive awareness about their new product – Jerky Sticks – to an already-captive audience, with the new product being included as a bonus inside each box.
To achieve all this, the messaging and creative had to be on point as did the digital elements needed to set up the online campaign.
A planning session between the Blue Meta team and Drake Meats outlined the types of messaging that would resonate with the intended audiences while encouraging engagement and purchase. Platforms were identified that would serve as messaging conduits, each determined for 1) their targeting parameters, and 2) the ROAS potential to make a profitable sale. A comprehensive and tightly focused schedule followed that laid out execution specifics.
In addition to the three boxes with tiered pricing, to give the campaign a full-on Father’s Day flavour, a number of items were included in each box: a branded postcard, box of toothpicks and a combination bottle opener/moustache comb.
Initial Campaign Tactics:
- Google, Facebook & TikTok Ads
- Landing Page
Based on our research, Blue Meta determined the best time to launch to hit the peak buying window while still giving purchasers enough time to allow for delivery.
To strengthen purchase intent, call outs to the bonus new products were included in all ads, the landing page and targeted emails. It was also important to take advantage of the current Drake Meats following as an additional audience who had been very receptive to Drake Meat products and new offers from Jerky in a Box. We utilized both the Jerky In A Box and Drake Meats organic social media to post about the Father’s Day offer to ensure maximum exposure to the loyal customer base.
On the budget front, the team closely monitored customer acquisition costs, adjusting as needed to provide the best value for the client while increasing ROAS.
- As we expected, the audience that contributed the most purchases and the highest ROAS on Facebook was the female demographic who were purchasing for partners, spouses, friends and family members.
- Cart abandonment was addressed through the deployment of remarketing ads and an email drip campaign that targeted specific customers encouraging them to complete their cart before time ran out.
- TikTok spend was tracked and adjusted regularly to keep pace with performance. We learned that this platform was an inexpensive way to increase awareness about the campaign and drive website traffic but found audiences coming from the ads weren’t buying immediately.
- We leaned on remarketing ads on Google, Facebook and YouTube to keep the message top of mind, no matter which platform people were using.
1297 boxes were sold, achieving sales of over $85,000. From the day the campaign launched, daily revenue increased 3x what the average day had been previously.
With our email marketing, we were able to see attributed revenue and – the closer we got to the big day – each email sent drove more purchases. Abandon cart emails recovered over $1,000 in sales.
- Sales were so strong that the campaign end dates were pushed back twice.
- TikTok website traffic performed above expectations, increasing awareness and driving interest.
- Total revenue realized from campaign email marketing was 8 percent of total revenue in one month.
- Paid social contributed the highest amount of revenue (12 percent of total).
“The purpose of the campaign was to capture a significant portion of gift sales and it did exactly that. Sales were strong, hundreds of happy customers left 5-star reviews and the new jerky sticks we included have been a huge hit so far.”
Tyson Ediger, Marketing Manager, Drake Meats