THE 14TH ANNUAL SHORTY AWARDS

The Shorty Awards honor the best of social media and digital. View this season's finalists!
From the 14th Annual Shorty Awards

“Meat Expectations This Father’s Day”

Entered in Contest or Promotion

About this entry

We had a solid understanding that the main consumer of our products were men and the main purchaser of our products were women looking for gifts for their man. So what better way to celebrate the men in people’s lives than Father’s Day? It was a clear fit. We knew the jerky boxes would sell pretty well but we wanted to set up a campaign with an offer that all jerky-loving dads would enjoy.

We also wanted to celebrate the occasion with launching a new product line - Jerky Sticks - to give dads that extra perk of being ‘the first’ to sample the new jerky product. 

The client wanted to offer three types of Father’s Day specific gift boxes at different price points to appeal to all levels of gift givers. This created urgency and scarcity for this specific time and provided something new to our already-captive audience.

Why does this entry deserve to win?

A planning session between the Blue Meta team and Jerky In A Box outlined the types of messaging that would resonate with the intended audiences while encouraging engagement and purchase.

We selected a variety of tactics that would increase awareness and likelihood of purchase as well as doing it profitably. 

Initial Campaign Tactics:

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.

Jerky in a Box was created by long standing, Saskatchewan based company Drake Meats as their ecommerce partner brand. Drake Meats has a very loyal following so we utilized this customer base to share the latest offering for Father’s Day. This included using remarketing audiences, email lists and organic social posts on the Drake Meats account. 

We had yet to establish a foundation on TikTok for Jerky in a Box but thought this would be a great, inexpensive place to increase awareness. This platform didn’t produce as strong a ROAS as Facebook ads or email marketing did, but it got our message in front of many users. With engaging content and bright colours, we ensured our ad creative was ‘finger-stopping’ to catch attention on a user’s feed - using both static images and video ad creative variations. 

Google Search ads were also a strong contributor to the sales as we identified many people search for new ideas of what to get dad for Father’s Day. We targeted these searches with our ads - addressing pain points of ‘skip the tie, get jerky’ or ‘Dad will love this gift’. These resonated with the audiences and drove a large portion of revenue.

We also sent out a variety of emails about the launch of the campaign and reminders to buy before the delivery cut off date to ensure jerky arrived in time for Dad. Using cart abandonment marketing automations, we were also able to recover many abandon carts specific to users adding the Father’s Day boxes to their shopping basket.

Results

1,297 boxes of subscription beef jerky were sold in three weeks, 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. 

Sales were so strong that the campaign end dates were pushed back twice. 

Paid social contributed the highest amount of revenue.

ROAS 7.89 

 

"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.”

  1. Tyson Ediger, Marketing Manager, Drake Meats

Media

Video for “Meat Expectations This Father’s Day”

Entrant Company / Organization Name

Blue Meta, Jerky In A Box

Links

Entry Credits