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Driving Seasonal Impact: Unlocking Mother’s Day Growth for American Greetings
American Greetings Case Study
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Executive Summary
In April 2025, DG Media Network (DGMN) partnered with American Greetings on a high-impact, full-funnel campaign designed to drive incremental sales for the brand’s greeting card portfolio during the critical Mother’s Day season. By activating across multiple channels with timely, relevant messaging, the campaign successfully reached high-intent shoppers and delivered measurable, incremental impact for American Greetings.
Brand Background
American Greetings is one of the most recognized and trusted names in the greeting card industry, offering a wide range of products that help shoppers celebrate meaningful moments year-round. The brand’s portfolio spans major holidays, birthdays, seasonal milestones, and everyday occasions. With Mother’s Day representing one of the highest-volume greeting card moments of the year, American Greetings holds strong seasonal relevance at Dollar General.
Challenge and Campaign Objective
American Greetings sought to drive incremental sales during one of its most important seasonal windows. DGMN was tasked with reaching high-intent shoppers with relevant, action-oriented messaging throughout the full shopping journey leading up to Mother’s Day. The objective centered on increasing consideration, capturing lapsed and new-to-brand buyers, and driving measurable sales impact for the brand’s greeting cards portfolio.
Strategy and Execution
To meet these goals, DGMN recommended a full-funnel media strategy designed to influence shoppers at every stage. The campaign activated across on-site display, off-site display, and programmatic video to maximize reach and reinforce messaging across environments.
The campaign leveraged a strategic audience mix including lapsed brand buyers, greeting card category buyers, and affinity audiences for adjacent gifting categories such as balloons, gift wrap, and flowers to ensure relevance for shoppers preparing for Mother’s Day. The creative highlighted a seasonal promotion and included a clear call to action. A reminder of the Mother’s Day date was incorporated to reinforce urgency and prompt timely purchase behavior.
Bessy Muller, Senior Manager, Shopper Marketing
Results
DGMN delivered closed-loop measurement to assess campaign performance and quantify impact. The activation generated a $2.16 incremental return on ad spend and drove 40% new-to-brand buyers, with 37% of buyers being both new to brand and new to the greeting card category. Notably, the creative variant featuring the seasonal promotion delivered the strongest performance, achieving a $12.82 ROAS.
$2.16
IROAS
40%
NEW TO BRAND
$12.82
ROAS FOR PROMO CREATIVE
37%
BOTH NEW TO BRAND AND NEW TO CATEGORY
Key Takeaways
The success of the American Greetings Mother’s Day activation underscores the power of pairing seasonal relevance with a full-funnel retail media strategy. Clear, time-sensitive messaging combined with precise audience targeting and a strong promotional hook proved highly effective in driving both incremental sales and new-to-brand engagement.
With access to over 100 million unique customer profiles, DGMN enables brands like American Greetings to connect with high-intent shoppers at scale, influence purchase behavior during key seasonal moments, and unlock measurable growth across the Dollar General ecosystem.