Increase Reach
Increase social-media activity and strengthen customer-facing marketing to create more opportunities for engagement and lead flow.
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Season of Thanks
Season of Thanks
Growth Campaign
Turning the historically weakest sales month into a coordinated cross-functional growth effort spanning marketing, sales, logistics, customer experience, and fulfillment.
Oct 1–Jan 7Campaign timeline
26 → 70New sales, 2019 to 2024
218 → 441Reorder sales, 2019 to 2024
The Challenge
How do you create momentum during the month the business historically needed it most?
The objective was straightforward: bolster lead flow and potential sales as much as possible during the historically worst month of the year.
The challenge was broader than marketing. The campaign required coordination across reorder and sales leadership, marketing, logistics, and warehouse operations—while also keeping the driving team engaged and the customer experience strong.
My Role
Connect the growth strategy to the operation that had to deliver it.
I led the ideation, execution, and data monitoring for the initiative, essentially everything except the key stakeholder and executive sponsor roles.
That meant coordinating the campaign across sales, marketing, logistics, and warehouse teams while tracking the data needed to understand whether the effort was moving the business in the right direction.
Approach
Build the campaign as an operating system, not just a promotion.
Create a Reason to Buy
Identify, name, and source a seasonal cookie dough available only for deliveries from November 15 through December 31.
Reward Referrals
Use YETIs as customer referral incentives, with data tracking to verify the referred customer's delivery and coordinate fulfillment.
Keep Operations Engaged
Support the logistics team with special apparel and keep the warehouse, delivery, and marketing pieces coordinated through the campaign window.
Solution
A seasonal campaign with every operational handoff accounted for.
Marketing Plan
A coordinated plan designed to increase lead flow, customer satisfaction, and sales activity during the seasonal window.
Social & Content
Increased social posting and created campaign content, rack cards, stickers, and supporting customer-facing materials.
Seasonal Product
Identified, named, and sourced a seasonal cookie dough specifically for November 15–December 31 deliveries.
Referral Program
Tracked referred customers through delivery and coordinated YETI fulfillment for successful referrals.
Team Engagement
Created special apparel for the logistics team and kept operational partners engaged throughout the campaign.
The Operating Layer
The campaign worked because the promotion and the operation were designed together.
A seasonal offer only creates growth if the business can actually deliver the experience it promises.
That meant tracking referrals through delivery, coordinating promotional-item fulfillment, sourcing and packaging the seasonal cookie dough, creating the customer-facing materials, and keeping the logistics team engaged alongside the marketing and sales effort.
Outcome
The historically weak season became a much stronger sales period.
The documented results show substantial growth in both new and reorder sales between the 2019 baseline and 2024 campaign year.
26 → 70
New sales from 2019 to 2024
218 → 441
Reorder sales from 2019 to 2024
These figures are the documented campaign outcomes. The source material does not provide an isolated causal attribution percentage, so the case study does not claim that the campaign alone produced the full increase.
Key Takeaway
Growth campaigns are strongest when marketing, sales, and operations are working from the same plan—and the customer never sees the handoffs.
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