Duncan Hines created their first D2C campaign, leveraging the ever-popular Dolly Parton with a limited-edition baking box "drop". The boxes contained Dolly-themed cake mixes, baking tools and Dolly's recipes that excited bakers everywhere.

The first limited-run of 1400 boxes sold out in 7 minutes. This instantly generated 70,000 waitlisters with major FOMO that we then focused on through social and CRM for our second baking box drop. We created even more anticipation with countdown clocks and special pre-sale codes, and sold 20,000 boxes in under 24 hours. This created a Duncan Hines CRM database from scratch in just days that was then used for future D2C programs.