Momvertisng Opps: Family Dollar begins digital transformation with new app (Score 15)

Sales lead: This initiative should lead to higher ad spending & possibly agency reviews. 

• Family Dollar (FD) just kicked off a digital transformation project. 
• Phase one is a new mobile app set to launch in October. 
• The app includes an improved wallet feature to help users manage coupons, weekly ads, and product searches.
• After that, it will roll out in-app shopping, personalization, and a rewards program. 
• The company partnered with Publicis.Sapient to lead the project.

Target demographic: Primary shoppers (millennial & Gen-X women)

The company will likely:

• Significantly increase digital ad spend
• Launch an ad campaign
• Seek additional agency assistance

Digital and social insights (digital ad spend, effectiveness, impressions, and performance)

• YTD spend: FD spent about $1.2m on digital display ads YTD, down from $2.9m spent in this channel during the same time period of 2022. 
• YTD data: 192.5m impressions via Facebook (74%), Instagram (18%), desktop display (4%), desktop video (2%), and mobile display (2%). 
• 2021-2022 spend: Full-year spend fell 31% from $7.4m in 2021 to $5.1m in 2022. 
• Ad location: It placed 94% of these ads directly onto sites such as facebook.com, instagram.com, answers.com, bulbapedia.bulbagarden.net, and youtube.com. It placed 6% of these ads through multiple indirect channels onto sites such as msn.com, ebay.com, budgettravel.com, yahoo.com, and buzzfeed.com. 

Additional channel insights  

• Vivvix: FD also invests in OOH and radio. 
• Top podcasts sponsored: Marketplace, Marketplace All-in-One, Crime Stories with Nancy Grace, True Crime Today | A True Crime Podcast, and 93X Half-Assed Morning Show. 

Agency analysis:

• Opportunity: Reach out now to see if FD needs any more help with the digital transformation.
  • You might also be able to pick up creative or social media duties. 
• Current roster:
  • Advantage Unified Commerce: shopper
  • Publicis.Sapient: digital
  • In-house: media