Danone Case Study
In May 2024, Dollar General Media Network (DGMN) launched a campaign to increase sales of Danone’s International Delight Iced Coffee cans at Dollar General through a combination of off-site and on-site digital media tactics to reach DG customers across the United States.
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In May 2024, Dollar General Media Network (DGMN) and Danone partnered to activate a highly effective digital marketing campaign that leveraged curated audiences using Dollar General’s 1P data to support Danone’s International Delight Iced Coffee cans during the summer season. The campaign aimed to boost awareness and drive incremental sales through a combination of off-site and on-site digital media tactics, as well as the curated audience to reach the most desirable customer.
Danone and DGMN partnered to create a highly personalized digital marketing campaign from May 1st to July 5th, 2024. The intent of the campaign was to support the summer season, a peak time for iced coffee consumption, by increasing visibility and driving customer awareness of International Delight Iced Coffee cans.
The audience strategy took a multi-faceted approach, which included current and lapsed buyers of International Delight products, other Danone product buyers, and category buyers for ready-to-drink coffee beverages. This allowed the campaign to not only focus on existing customers but also extend efforts to convert casual shoppers into loyal shoppers.
Additionally, a portion of the strategy focused on driving new customers to shop for the brand by reaching category ready-to-drink coffee beverage buyers and coffee creamer customers. One of the key tactics used in this campaign was programmatic audio, which played a crucial role in reaching a broader audience. Programmatic audio ads allowed the campaign to engage potential customers through streaming services and podcasts, significantly enhancing the campaign’s reach and effectiveness.
To accomplish this, DGMN used its audience capabilities to reach ready-to-drink coffee beverage buyers. As a result, the campaign not only boosted sales but also expanded the customer base. Nearly 40% of the purchases were made by new shoppers who chose International Delight Iced Coffee cans from the selected SKUs.
This campaign exemplifies the collaborative efforts of DGMN and Danone in adapting and learning through new media tactics and targeting strategies to meet shoppers where they are, whether through programmatic audio or online shopping with on-site displays. This partnership and adaptability are crucial in continuing to reach new shoppers, even for a well-established brand like International Delight.
Grace Davis, Associate Manager, Omni-activation – Club, Dollar, Discount
An additional tactic used in this campaign was the “On-Site Direct” ad placement on the DG website, which is an tactic. This tactic resulted in high engagement and a high click-through rate (CTR), significantly contributing to the campaign’s overall success. On-Site Direct placements are beneficial because they engage the most active customers who visit the Dollar General website, ensuring that the promoted products are seen by a highly relevant audience. This high engagement not only increased the visibility of International Delight Iced Coffee cans but also drove additional incremental sales, enhancing the campaign’s overall effectiveness.
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.