TCS Jerky Case Study

The Situation

Tillamook Country Smoker had strong market presence, but sustaining momentum in a competitive landscape meant finding new efficiencies. The challenge was threefold: aggressive customer acquisition on their own site, a retention program that kept existing customers buying between campaigns, and tracking the halo effect those efforts were having on Amazon.

Strategy

We ran a cross-platform performance strategy built around one idea: the consumer doesn't separate channels, so neither should the media plan.

• Search: We focused spend on high-intent keywords and Shopping campaigns to intercept buyers already in the market for meat snacks, capturing existing demand rather than creating it.
• Social: Direct-response creative targeted both existing customers and new audiences, using the brand's product range and promotions to drive purchase decisions from the feed.
• Email Campaigns: We built a promotional calendar of campaigns tied to seasons, holidays, and product launches. Each send was paired with a custom landing page so the offer had a dedicated conversion destination rather than dropping traffic on a generic product page.
• SMS Campaigns: SMS ran in parallel with every email campaign, hitting the same offer to subscribers who engage better on mobile. Same message, different channel, more touchpoints per promotion.
• Landing Pages: Each promotion got its own Shopify landing page scoped to the offer, helping customers find the right products and reduce friction.
• Amazon Halo Measurement: We tracked Amazon sales trends alongside DTC media activity each period to build a directional read on cross-channel lift.

Results

2025 delivered growth across every channel, with email and landing pages emerging as a significant revenue driver alongside paid media.

• DTC Growth: Total DTC sales grew to $1.14MM, a solid +14% increase year-over-year, strengthening the brand's direct customer relationship at scale.
• Email Revenue: $250K in campaign-attributed revenue across 87 sends. Conversion rate of 0.545% ranked in the 84th percentile nationally (industry median: 0.153%). Revenue per recipient of $0.423 was more than 3x the industry median of $0.133.
• SMS Revenue: $170K in campaign-attributed revenue across 84 sends at a 21.6% conversion rate. Industry benchmark for SMS conversion typically runs 10-15%.
• List Growth: The Klaviyo master list grew to 89.6K subscribers (+74.2%), adding 38.2K net new contacts over the year.
• Landing Page Performance: Promotional landing pages converted at 10-19%, compared to a 1.4% e-commerce industry average. The highest-volume page alone drove 689 completed checkouts.
• Amazon Acceleration: Amazon sales reached $21MM, a +26% increase year-over-year. While direct attribution isn't available, the timing and scale of growth tracks with the paid media program, and the brand plans its budgets accordingly.