Beyond Product Sampling, How Dsquared2 Engages Consumers — Case Study

Dsquared2, the Italian fashion house founded by Dean and Dan Caten, twin brothers, and Canadian fashion designers, radio personalities, and businessmen. Dsquared2 gained popularity when Madonna commissioned the design over 150 pieces for her Drowned World Tour 2001 and “Don’t Tell Me” music video. The brands runway shows have ended with Christina Aguilera stripping male models of their clothes and Rihanna entering the stage in a muscle car, and strutting down the runway walk.

Dsquared2’s was promoting their new new fragrance Wood, a high-end, Eau de Toilette, described by the designers as “Fragrance is a sensory experience that says everything about you and your personality. It is the most distinctive and intimate element because it makes you recognizable and different in a nondescript way.”

Beyond Product Sampling

Cover5, the product samples marketing agency, focused on building relationships with top tier magazines to create an innovative marketing solution by placing product samples in iconic magazines, was hired by Dsquared2 to promote the male and female Wood fragrance. Cover5 reached out to Sweeppea looking for a way to capture the magazine readers interested in the fragrance.

Capturing Consumers

Sweeppea presented a text to win sweepstakes as the solution to acquire the information of the consumers interested in fragrance with a chance to win a Gift Set from Dsquared2. A simple to execute text to win sweepstakes achieved the goal of learning more about the brands customers and generating further engagement beyond product sampling.

Sweepstakes Entry Methodology

Cover5 placed ads with samples on fashion magazines and offered readers a chance to win a Dsquared2 fragrance and gift collection set valued at $500. To enter all the participant has to do was text the word WOOD (name of the fragrance) to the number 65047 for a chance to win. The participants received a text link to the branded Entry Page (below) where they could complete their entry by submitting their name and email (their mobile number was automatically captured thru the Sweeppea Platform.)

Conclusion

Product sampling can be more than just branding and awareness, it can be an opportunity to learn about the most important type of consumers, those interested in your product. A text to win style of sweepstakes can enhance the product awareness efforts and provide you with deeper understanding of who your customers are today.

Get More WOOD Sweepstakes Results

Objectives

• Build product awareness
• Engage magazine readers
• Capture customers information for re-marketing

Marketing Channels

• Select fashion magazines

Results

• A database of customers with name, mobile, and email was gained.
• Client said “Thanks! Your platform is very nice.“

Winner(s): 1

Prize: The ultimate DSQUARED2 fragrance and gift collection, Approximate Retail Value (ARV) of all prize(s) combined is over $500.00

To get started with your own text-to-win, see our features and pricing.