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App Screen Takeover: Generating Measurable Impact for a Soft Drinks Brand Launch
Soft Drink Case Study
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Executive Summary
In May 2025, DG Media Network (DGMN) partnered with a leading soft drinks brand to support the launch of a new product and a limited-time promotion at Dollar General. To maximize visibility during this critical introduction period, the brand activated DGMN’s high-impact App Screen Takeover. This full-screen placement reached high-intent shoppers at the moment of app login, driving immediate awareness, strong engagement, and meaningful consideration for the new item. The campaign delivered robust performance and measurable returns aligned with the brand’s launch objectives.
Challenge and Campaign Objective
The brand sought to generate rapid awareness and a measurable sales lift for its new product as it entered Dollar General stores. While the brand already held strong equity within the soft drinks category, the challenge centered on reaching both loyal buyers and incremental audiences within a limited promotional window. DGMN was tasked to break through category noise, spotlight the limited-time offer, and convert shopper interest into action during the product’s first days on shelf.
Strategy and Execution
To meet these goals, DGMN recommended the App Screen Takeover to deliver scale, visibility, and urgency in a short timeframe. Running during the final week of May 2025, the takeover reached all Dollar General app users upon login, ensuring the new product and its promotional offer were placed front and center for millions of high-intent shoppers.
The creative strategy emphasized clarity and immediacy. A bold call-to-action highlighted the new product’s availability at Dollar General and directed users straight to the limited-time coupon, which they could add to their virtual wallet directly from the ad. Because the placement served once per user and occupied the full screen, it created an immersive moment that allowed the brand to efficiently saturate the app audience, reinforce product discovery, and drive momentum during a pivotal launch week.
Results
DGMN delivered closed-loop measurement for the campaign to assess results and to provide key learnings. The App Screen Takeover delivered over 1.9MM unique impressions with a 12.5% CTR over a 7-day period. As a result of the campaign, the brand saw a $7.36 ROAS for their new product.
$7.36
ROAS
12.5%
CTR
1.9MM+
Unique Impressions (7 Day Period)
Key Takeaways
DGMN’s App Screen Takeover is a powerful solution for brands seeking rapid reach and conversion during key promotional moments. With a full-screen format that appears immediately upon app login, the placement is uniquely positioned to drive incremental awareness, consideration, and action among high-intent shoppers.
Backed by access to over 90 million unique customer profiles and a broad suite of omnichannel media products, DGMN enables advertisers to connect with Dollar General customers in meaningful, measurable ways. For brands launching new products or amplifying limited-time offers, the App Screen Takeover provides a proven path to fast, scalable impact.