Shamrock Farms Case Study
In July 2024, we launched a digital media campaign to accelerate the growth of Shamrock Farms everyday ready-to-drink (RTD) milk and protein shake business at Dollar General by reaching DG customers at multiple points along their shopping journey.
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To drive awareness and trial of Shamrock Farms RTD milk and Rockin’ Protein RTD shakes, Dollar General Media Network (DGMN) and Shamrock Farms collaborated on a comprehensive digital media strategy. The team developed a custom media plan that included both off-site and on-site tactics, specifically targeting DG’s hard-to-reach first-party audience, consisting of brand buyers, non-buyers and custom demographic audiences.
Shamrock Farms and DGMN collaborated on a digital media campaign aimed at increasing consumption of Shamrock Farms everyday RTD milk and Rockin’ Protein RTD shakes. This campaign had two primary goals: 1) Reach and convert dairy enthusiasts to bring in new buyers and drive consumption of Shamrock Farms RTD milk; and 2) Bring in new buyers to the dairy case to drive penetration of Rockin’ Protein with fitness-oriented individuals seeking a convenient and nutritious beverage option.
The campaign ran July 8 to September 21, 2024, reaching consumers across their entire shopping journey through a multi-channel approach that included off-site media such as Mobile, Display, Programmatic Audio, and On-site Display.
As an emerging brand, we need every investment dollar to count. By partnering with DGMN, we were able to reach and convert high-propensity buyers, build awareness for Shamrock Farms and Rockin’ Protein, and grow sales for the entire category.
Liz Northrup, Director of Brand Management
For this digital media program, DGMN developed a tailored off-site media plan utilizing highly customized audience segments derived from DG1P data. By amplifying both campaign objectives – increasing Shamrock Farms RTD milk consumption and driving Rockin’ Protein penetration – the strategy aimed to influence the overall purchase value for each customer. This is because Rockin’ Protein and Shamrock Farms RTD milk target distinct audiences at different life stages with unique needs. Shamrock Farms RTD milk offers families a delicious and nutritious choice for meals, snacks, and even a refreshing treat that both kids and parents can enjoy. Rockin’ Protein is ideal for individuals focused on overall wellness seeking protein to sustain energy during pre/post-workout consumption.
12,000 new-to-brand customers were reached through off-site and on-site digital media. Of those, 3,500 customers were new-to-brand and new to the DG category, helping customers explore new brands and products.
As a result of the campaign, Shamrock Farms saw nearly 3X incremental sales return on their investment, a 16% sales lift and over 12,000 new customers shopping their brand set.