Eggo-Tyson Case Study
Dollar General Media Network (DGMN) is constantly uncovering ways to drive value for our vendor partners. We strive to leverage 1st party data, analytics, and category knowledge to craft solutions aimed at category and brand growth. A great example of this is a multi-brand campaign the DGMN team uncovered for Kellanova’s Eggo Frozen Breakfast and Tyson Chicken.
The DGMN team approached Kellanova with a multi-category idea to partner with a vendor that is not typically associated with breakfast foods and to provide Eggo additional exposure given their expanded in-store presence & in-stock availability. At a high level the plan would provide both brands with digital media and in-store signage to drive visibility in the frozen breakfast and meat sections of the store. This campaign also leveraged new DGMN tactics, including sponsored email with SMS push.
At the forefront of the campaign planning phase, DGMN recommended employing multiple audience strategies to help win in the category during the shopper’s busy summer months. To reach potential new Dollar General (DG) customers, DGMN used advanced analytics of current and past customer behavior to identify relevant buyers and non-buyers of each category.
The campaign delivered a $9.72 incremental return on ad spend (iROAS) and a 8% sales lift. Using advanced analytics and sophisticated incremental sales methodology, DGMN identified the source of incremental sales as an increase in % of buyers and transactions per buyer among the test group compared to the control group.
The campaign was crafted to drive incremental sales of Eggo Frozen Breakfast & Tyson Chicken, drive loyalty among DG shoppers, and drive awareness to DG shoppers on both brands’ offerings.
The specialized media plan comprised targeting audiences using DGMN’s 1P data across the digital ecosystem through off site, onsite, and email tactics.
In addition, the audience targeting strategy took a multi-faceted approach, which included current buyers of Tyson and Eggo products, allowing the campaign to not only focus on existing customers but also extend efforts to convert adjacent category shoppers into new brand buyers. To accomplish this, DGMN used its audience capabilities to target frozen breakfast, breakfast, and frozen meat buyers. As a result, the campaign drove significant incremental sales and attracted new DG customers for both brands. As a result of the campaign, nearly 20% of the purchases were made by new shoppers who chose Tyson and Eggo products from the SKUs featured in the creative. Lastly, to measure the campaign’s effectiveness and the impact of each ad on sales, DGMN leveraged closed-loop measurement capabilities, providing the incremental return on ad spend (iROAS) as a success metric.
Between DGMN bringing customer insights and analytics from the DG1P database into the media planning process and diversifying tactics, this campaign produced positive results. DGMN proved it could deliver the most relevant and effective ads to the targeted customers during their shopper journey.
The campaign proved to be a remarkable success and DGMN demonstrated it could reach and target the perfect mix of customers willing to convert and shop the brand at Dollar General. The campaign generated $9.72 in sales for every dollar spent (iROAS). The report also highlighted the specific audiences that were most engaged during the campaign. In addition, DGMN attributed the performance by tactic and creative, developing a recommendation to further optimize future multi-category campaigns.
DGMN’s closed-loop measurement and insights have been invaluable in our ability to accurately gauge the impact of our campaigns. By partnering with DGMN, we’ve been able to align our Brand and DG’s strategic objectives, creating tailored media plans that reach our target audience and drive growth. DGMN continues to work with us to ensure we’re investing in the most effective way, optimizing our marketing budget to maximize our return on investment.
Chelsi Riordan, Omni-Marketing Manager, Kellanova
DGMN is leading the way in the retail media and digital advertising space with multiple vendor partners, creating meaningful and lasting connections between brands and DG customers to drive win-win outcomes. By offering a full toolbox of audiences, tactics, and DG first-party customer behavior insights, DGMN can create customized media plans based on vendors’ business objectives. Additionally, by offering iROAS within final reporting, DGMN provides an accurate measure of campaign effectiveness and resulting sales among DG customers who would likely have not purchased the products if they would not have seen the media.
By creating customized media plans based on vendors’ objectives, curating specialized audiences, implementing diversified tactics, and measuring its own success based on the success of vendors’ investments, DGMN is innovative, transformative, and economical.