Success Through DG Stories

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Executive Summary

In February 2025, DG Media Network (DGMN) partnered with a leading home cleaning brand to launch a targeted retail media campaign aimed at driving incremental sales and boosting brand awareness through social channels, including DG Stories Premium. Leveraging DGMN’s robust media capabilities, the campaign strategically engaged Dollar General customers across key touchpoints in their shopping journey. The initiative delivered strong returns, elevated brand visibility among existing brand and category shoppers, and achieved measurable results aligned with campaign objectives.

Challenge and Campaign Objective

The campaign’s primary goal was to drive incremental sales and increase awareness for a key product in the home cleaning category through a strategic test across multiple social platforms. With the challenge of reaching incremental audiences within a well-established and loyal shopper base, success hinged on engaging new customers through emerging channels or reaching familiar audiences at novel points in their shopping journey.

Strategy and Execution

To address this challenge, DGMN recommended a social-first strategy designed to engage existing shoppers at new stages of their journey and reach incremental audiences through fresh channels. The campaign targeted two key segments: existing brand buyers and existing category buyers. Running from February to April 2025, the campaign aligned with DGMN’s best practices for optimal duration.

To maximize impact across the full customer journey, the media plan incorporated a mix of high-performing tactics across display and social, with a focus on testing DG Stories Premium to drive stronger performance. These channels were selected to reach shoppers both within the Dollar General ecosystem and across broader digital environments, driving consideration at multiple points in the sales funnel. Messaging was tailored to each audience segment, reinforcing brand equity while spotlighting promotional value.

Results

Using its proprietary closed-loop measurement framework, DGMN assessed campaign performance and delivered compelling results. The campaign achieved an incremental return on ad spend (iROAS) of $7.72 and generated a 14% lift in incremental sales. Notably, 34% of buyers during the campaign period were new to the brand (and 20% of those were also new to the home cleaning category), highlighting the strategy’s effectiveness in driving customer acquisition and expanding brand reach.