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Dolce&Gabbana Launches Its New Hero Pillar,
to Take on the Men’s Fragrance Market

K by Dolce&Gabbana is presented in an uncompromisingly masculine and never-before seen bottle, created by Domenico Dolce & Stefano Gabbana. This is the story an Italian man, a born leader, inspiring his friends, taking care of his family - he is a King of everyday life. 
 
The continued success of K by Dolce&Gabbana resulted from two key launches — K by Dolce&Gabbana Eau De Toilette launched in 2019 and Eau De Parfum in 2020.
Credit: Dolce&Gabbana Parfums

OBJECTIVES

  • Create a high performing fragrance pillar within the men’s category.
  • Obtain high brand visibility within a retail environment at launch and key times, such as Father’s Day.
  • Drive category growth.

360° LAUNCH APPROACH

For the launch to succeed, we needed the consumer journey to be highly visible and engaging. Therefore, it was important for us to create a journey where consumers would be aware of the brand at different touchpoints and finally convert at store level.

Our key communication channels were: SEO, Display Ads, OOH, Online and Instore during the launch months.

AWARENESS: Out-Of-Home

Over 2,334 out of home touchpoints were created, for consumers to see the new launch by Dolce&Gabbana.
Key channels: Outdoor Mega Screens, Bus Wraps & Digital Shopping Mall Screens
Credit: OOH Media

AWARENESS & CONSIDERATION: Digital & Social

Both digital and social targeted consumers when they communicated with their social channels or simply browsing the network for gifts or fragrances.
Key channels: SEO, SEM, Display Ads & Social Media.
Credit: Myer.com and Digital Media

CONVERSION: In-Store & Pop-Up Animations

With ATL, we knew the creative would be successful with high traffic media channels, allowing consumers to be drawn to the Italian lifestyle and Dolce&Gabbana’s spokesmodel. 
Key channels: In-Store High Traffic Locations & Pop-Up Activations
Credit: Myer Sydney and Myer Chadstone

RESULTS

The brand across 2019 and 2020, ranked in the Top #3 across Total Male Fragrances & Top #5 across Total Fragrance Brands across key doors.

Reached over 6.0M+ TPPL during launch campaign timings.
Over 11.0M impressions across two campaigns

Today, the brand remains in the Top 15 fragrances across major department stores.

NOTE: At time of launch during 2019 & 2020.

STAY CONNECTED
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