The 1·800· BIG·DILL Sale
Took a simple annual sale and gave it a little sauce: a fake hotline, cheesy infomercial energy, and a campaign system built to keep the offer moving.
Role
Creative direction · Concept · Art direction · Social creative · Actor
Scope
360 campaign
Status
Shipped
THE BRIEF
A flat sale, treated like a campaign system.
Instead of treating the annual sale as a one-off promo, we built a creative system around it. The fake hotline became the hook, the retro infomercial tone gave the campaign its personality, and the phased offer structure helped create momentum across multiple posts.
From paid social and HTML display ads to organic content and video production, the campaign was designed as a full-funnel creative system that could drive urgency, stay memorable, and flex across channels.
BIG IDEAS, REAL IMPACT
What the campaign actually did.
$1M+
2.8%
Net new revenue
Engagement rate
Driven through the campaign window. Paid + organic + email.
The number that says we earned the attention, not just bought it.
18.1K+
Total impressions
Across LinkedIn, Instagram, paid social, and HTML display.
ACROSS THESE SURFACES
8.2K+
508
Total engagements
Video views
5
281
Link clicks
Channels activated
THE FOUR MOVES
How the campaign worked.
Not a single ad. A four-move system designed to build, hold, and convert attention across the sale window.
01
The hook
1-800-BIG-DILL-SALE — a fake hotline that gave the campaign a recognisable face and a memorable line.
02
The system
Four phased offers — 25% / 20% / 15% / locked in — designed to create urgency and a reason to repost.
03
The executions
Paid social, HTML display, organic video, partner placements — all built from the same visual grammar.
The results
04
Revenue, reach, and a repeatable campaign template the team can run again next year.
01 · THE HOOK
A fake hotline. A real campaign idea.
Instead of a flat 'annual sale' message, we built the whole campaign around a fake 1-800 hotline — a hook that pulled retro infomercial energy into a modern paid + organic system. The brainstorm spread below shows how we got from offer to system.
02 · THE SYSTEM
Four offers. One escalating story.
The sale ran in four phases. Each phase was its own creative drop with its own urgency hook, but they all shared the same hotline visual logic. The point wasn't four ads, it was one system that gave the team a reason to keep posting.
PHASE 01
25% OFF
Highest urgency · launch
PHASE 02
20% OFF
Mid push · momentum
PHASE 03
15% OFF
Final call · last chance
PHASE 04
LOCKED IN
Confirmation · proof
03 · THE EXECUTION
Same campaign, every surface.
From the hero infomercial spot to paid social, HTML display, partner placements and organic content, every execution sat inside the same visual logic — same hotline, same ticker, same palette. Recognisable across formats without needing the logo.
04 · THE RESULTS
A campaign that paid for itself and beat the benchmark.
Over $1M in net new revenue from the sale window. 2.8% engagement rate. Twice the B2B SaaS benchmark. 18.1K+ impressions and 8.2K+ video views across paid, organic, and partner placements. The bigger result: a campaign template the team can run again. Same hook, new offer.
2.8%
$1M+
Net new revenue
Engagement rate
Driven through the campaign window. Paid + organic + email.
The number that says we earned the attention, not just bought it.
18.1K+
Total impressions
Across LinkedIn, Instagram, paid social, and HTML display.
THE BIGGER WIN
The campaign system is now a template the team can run every year.