Unifying Support For Black Women Past, Present & Future

Rewriting how Family Dollar does DE&I with a historic $6.03 return on ad spend.

By putting a simple twist on how Family Dollar celebrated Black History Month, AUC created an ownable platform for America’s most diverse retailer to speak directly to their core shopper. For Black History Month, Family Dollar would honor Black Herstory. And there’s no better way to pay tribute to the past than committing to the present and future.

Family Dollar spotlighted Black Herstory makers from the retailer’s community while securing a $50,000 donation to the Boys & Girls Clubs of America (BGCA) to support Black Club girls writing their own stories. Family Dollar invited shoppers to recognize local Herstory makers by nominating a Shero in their lives.

Together with their shopper community, Family Dollar celebrated noteworthy Black women including entrepreneurs behind products in their stores, associates behind registers, corporate officers, success stories from BGCA, and local Sheroes.

AUC helped Family Dollar make Herstory across the shopper journey, reflecting the retailer’s DE&I values alongside its everyday value in circulars, digital inserts, social content, and a landing page.

We made a little history, too, with notable ROAS of $6.03 and ROI of $1.25. Herstory continues to repeat itself as the program enters its third year and writes more chapters.