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Pepsi 2022 Innovation Case Study
In February, Dollar General Media Network (DGMN) and PepsiCo partnered to activate a highly effective digital marketing campaign that encompassed curated audiences using Dollar General’s 1P audience to support a new product launch within the snacks category.
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Executive Summary
DGMN took a multi-faceted approach to create multiple audiences comprising current buyers of brands such as Cheetos, Doritos and Flamin’ Hot while also including predictive audiences to target buyers of salty snacks to acquire new customers.
The Secret
Advanced Analytics
One-to-one Closed Loop Attribution
Deeper Insights On Versioning
Why It Worked
Strategic Mobile Display Ad Units
DGMN’s 1p Digital Ecosystem Data
Audience Targeting
Case Study
PepsiCo sought to implement a digital media campaign that would deliver results by driving incremental sales with current and new buyers through the DG Media Network.
DGMN’s 1:1 closed-loop measurement capabilities were leveraged, and it was agreed that campaign success should be measured using incremental return on ad spend (iROAS) to ensure any sales garnered were truly incremental for the new product launch – opposed to sales that would have happened regardless.
Tat Sakai, PepsiCo, Sr. Director of Shopper Marketing
Campaign Results
The results validated that DGMN served the right customers with the right message in the right format. DGMN not only determined the sales lift was due to incremental transactions driven during the campaign but went a step further to identify which transactions were attributed to each creative version for the promoted featured items and other affinity items.
$8.84
INCREMENTAL RETURN ON AD SPEND
20.5%
SALES LIFT