6666 Ranch Brand Beef - DTC Platform
Maximizing return on brand affinity from the hit series "Yellowstone" and its affiliation with 6666s Ranch, we created a modern ecommerce experience to market the real ranch's premium beef products, driving increasingly positive ROAS through testing and optimization.
Branding beef for the modern shopping experience.
The Challenge
Tap into the equity generated from brand placement on the hit show "Yellowstone" with a scaleable eCommerce and supporting paid media strategy.
Our Approach
Design a best-in-class consumer experience through Shopify. Identify and implement eCommerce best practices across owned properties and product feeds. Create and activate a paid media plan that adapts to consumer demand, promotions, and an ever-shifting category.
Results
Folks can't get enough of that authentic ranch life, because 6666Steak.com is seeing some seriously impressive results - we're talking a increased conversion rate and 6 months of month over month ROAS growth.
Background
Legend has it, the historic 6666 (Four Sixes) Ranch received its name after its owner, Samuel Burnett, won the property in a poker game with a winning hand of four sixes in 1868.
Fast-forward to today. 6666 Ranch is home to "Yellowstone," the hit series starring Kevin Costner as the head of a ranching family, and its soon-to-be spinoff: "6666." Drafting off the instant exposure to millions of new fans, Cargill and the 6666 Ranch teamed up to create a premium direct-to-consumer online steak offering — partnering with space150 for website engineering and paid media strategy.
Our task: create an experience designed to steal share from a crowded category that typically outspends them by a wide margin, with potential to scale as the brand grows.
Our Services
Strategy
- Audience Segmentation & Insights
- eCommerce Strategy
- CRM Strategy
Media
- Cross-Channel Media Strategy
- Media Planning
- Media Execution & Optimization
- Search Engine Optimization
Engineering
- UX/UI
- eCommerce Website Development
- CRM Implementation & Full Integration
Analytics
- Paid Media Analysis & Reporting
- Website Analytics
- Testing
The website reflects the classic branding of 6666 Ranch, while incorporating modern shopping capabilities digital natives expect.
6666STEAK.COM SEES AN AVERAGE 30.8% CUSTOMER RETURN RATE SINCE NOVEMBER 2023.
The media strategy focuses on core DTC tactics, building a foundation for long-term sales growth. Optimized against 4+ core channel strategies, with 8+ additional channels as the brand grows.
The Results
Tripled
monthly ROAS goal within 6 months of launch
6 Months
of consistent MoM ROAS growth
Doubled
actual holiday sales vs goal
Keep it interesting. Let's chat.
