Case Study: an agricultural products company boosts rural market share with Goodway Group and DGMN audience data

An agricultural products company boosts rural market share with Goodway Group and DGMN audience data

an agricultural products company partnered with Goodway Group to overcome the challenge of reaching its niche target audience of rural corn and soybean farmers. With limited digital ad reach due to the audience's finite size and rural location, the company needed a strategy to increase its market share of voice and campaign performance in these remote areas.

Goodway implemented a solution using first-party audience data from Dollar General’s retail media network, DGMN, to expand the company's reach. By combining these insights with proprietary Farm Connect data, Goodway informed optimizations that resulted in a 10% increase in market share of voice, a 25% lift in campaign performance, and a 150% ROI increase across several rural markets.