Driving Incremental Growth for Unilever

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Executive Summary

In November 2025, DG Media Network (DGMN) partnered with Unilever on a full-funnel campaign designed to drive incremental sales through myDG® Same Day Delivery. Running throughout the full month of November, the activation leveraged an integrated marketing approach to maximize visibility across the Dollar General ecosystem, including on-site, off-site, and DG enterprise marketing placements. The campaign delivered strong results and demonstrated the effectiveness of the DGMN myDG® Same Day Delivery Sponsorship in driving incremental sales, consideration, and awareness for brands participating in Dollar General’s delivery ecosystem.

Company Background

Unilever is a leading provider of personal care and beauty products, offering high-quality, affordable essentials that align closely with Dollar General’s mission to deliver value and convenience to the communities it serves. The company’s category leadership and strong household relevance make it an ideal fit for the myDG® Same Day Delivery Sponsorship, enabling Unilever to meet shoppers where they are across the Dollar General ecosystem and provide essential products both in-store and directly to their doorstep.

Challenge and Campaign Objective

With myDG® Same Day Delivery newly rolled out nationwide, Unilever sought to capitalize on the growing adoption of same-day delivery among Dollar General shoppers. The campaign faced the dual challenge of educating shoppers on the availability and convenience of myDG® Same Day Delivery for everyday essentials and of driving incremental demand among both loyal brand buyers and new audiences.

Unilever tasked DGMN with developing a campaign that could simultaneously build awareness of myDG® Same Day Delivery, reinforce Unilever’s value proposition, and convert high-intent shoppers. The objective centered on increasing consideration and driving incremental sales by pairing Unilever’s trusted equity with the convenience and immediacy of myDG® Same Day Delivery.

Strategy and Execution

To meet these objectives, DGMN recommended a full-funnel strategy that highlighted the ease and accessibility of myDG® Same Day Delivery. Messaging focused on convenience, speed, and product availability and was deployed across on-site, off-site, and DG enterprise marketing channels.

In addition to high-impact placements within the DGMN ecosystem, the campaign extended across DG enterprise marketing, including a full-width sponsored myDG® Same Day Delivery banner on the Dollar General homepage and inclusion across DG social and email channels. Creative featured clear, action-oriented messaging encouraging shoppers to order through myDG® Same Day Delivery and have products “brought right to your door.” This reinforced the campaign’s core value proposition while driving urgency and conversion. The campaign also incorporated promotional messaging throughout the month, pairing value-driven offers with delivery-focused creative to maximize impact.

Results

DGMN provided closed-loop measurement to assess the impact of the campaign. The activation delivered impressive results, including an incremental return on ad spend (iROAS) 2× higher than DGMN benchmarks. Featured brands experienced 20% higher sales growth than the rest of their department and 55% higher sales growth than the rest of the store. Notably, more than one-third of converted customers were new to the featured brands, underscoring the campaign’s ability to drive incremental awareness, consideration, and trial among new audiences.

IROAS OVER DGMN BENCHMARK

55%

HIGHER SALES GROWTH THAN STORE

20%

HIGHER SALES GROWTH THAN DEPARTMENT

OVER 1/3

CONVERTED CUSTOMERS NEW TO BRANDS

KEY TAKEAWAYS

As of October 2025, DG Same-Day Home Delivery is available in more than 17,000 Dollar General stores across the United States. The DGMN myDG® Same Day Delivery Sponsorship enables brands to connect with DG shoppers through both the DGMN and the DG enterprise ecosystems in a powerful way by pairing brand equity with the convenience and value of delivery. This campaign demonstrates how integrated, delivery-focused marketing can drive meaningful incremental sales and expand brand reach among high-intent shoppers.