Sadler’s Holiday
DTC Campaign
A direct-to-consumer campaign launching nationwide sales and driving rapid sellout
Led a holiday DTC launch campaign that enabled Sadler’s Smokehouse to sell nationwide for the first time, resulting in a ~200% surge in daily sales and a complete product sellout ahead of schedule.
Role: Lead DTC Campaign Strategist & Program Operations
Agency: Zooka Creative (Client: Sadler’s Smokehouse / Hormel Foods)
Channels: Web Landing Pages, Paid Social, Paid Search, Email Marketing
Key Impact: ~200% Daily Sales Surge | 100% Inventory Sellout | 1st Nationwide DTC Launch
Project Overview
Shifted consumer behaviors created a high-value opportunity for Sadler’s Smokehouse to expand beyond regional distribution and launch a direct-to-consumer (DTC) nationwide shipping model for their holiday smoked turkeys. The campaign required a rapid, conversion-focused strategy to capture holiday demand during a tight seasonal purchase window.
The strategy focused on building a seamless e-commerce funnel, leveraging high-converting landing pages, localized ad targeting, and real-time inventory coordination to maximize revenue.
Key Results
~200% increase in daily sales during peak campaign push
100% inventory sellout achieved ahead of schedule
Successfully established Sadler’s first nationwide DTC sales pipeline
Contributions
GTM & E-Commerce Campaign Strategy
Formulated the nationwide DTC launch strategy, customer journey, and compressed campaign timeline for peak holiday adoption.
Engineered targeted messaging frameworks designed to drive high-intent shoppers to custom e-commerce landing pages.
Digital Operations & Conversion Optimization
Directed the creation and deployment of conversion-focused landing page copy, product positioning, and visual asset rollouts.
Managed multi-channel ad copy across paid social and search, testing messaging variations to optimize acquisition costs.
Performance Tracking & Supply Alignment
Monitored daily conversion rates and sales volume to realign ad spend with inventory velocity in real time.
Collaborated closely with client supply chain and operations teams to match demand surges with fulfillment capacities, managing an early campaign wrap due to total inventory depletion.
Campaign Highlights
Nationwide DTC Expansion: Successfully transitioned a regional retail brand into a nationwide e-commerce player.
Conversion-Driven Funnel: Designed optimized landing page experiences that minimized purchase friction and maximized sales velocity.
Agile Supply Coordination: Adapted ad spend dynamically to match fulfillment capacity, driving a complete early sellout.
DTC Campaign & Landing Pages
