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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.

A black and white photo of the four sixes ranch with ranchers herding cattle.

Branding beef for the modern shopping experience.

  • The Challenge

    Thanks to "Yellowstone," millions of new fans suddenly knew the name 6666 Ranch. In partnership with Cargill the ranch wanted to turn that attention into a premium direct-to-consumer steak business. The catch: they were entering a crowded category against competitors that typically outspend them by a wide margin, and the platform needed to scale as the brand grew.

  • Our Approach

    We built a Shopify ecommerce experience that keeps the ranch's classic, storied branding while giving shoppers the modern features they expect, all backed by a fully integrated CRM. A DTC-focused media strategy started with four core channels, with room for eight or more as the brand grows, and was continuously tested and optimized to grow return on ad spend.

Four Sixes Gif

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
    • Shopify

  • 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.

Contact Us