DKNY Launched the 'Be Delicious' Fragrance Samples
Grace Mahas — August 12, 2019 — Marketing
References: donnakaran & cosmeticsbusiness
DKNY recently released its newest fragrance, Be Delicious, and to promote the new product among Gen Zs and Millennials, the brand has launched a voice-activated sampling service. Consumers can order a sample of the fragrance to their homes through Google Assistant or Amazon's Alexa by saying "send me a sample for DKNY Be Delicious."
Not only will this activation be popular among younger generations, but the metrics behind the campaign can also help the brand better track its core demographic. “While traditional sampling allows us to get into the hands of consumers on the streets and in-store, activating our advertising voice-led sampling will allow us to reach a more targeted audience,” said ADF Fragrances’ Product Manager, Ilektra Fotopoulou.
This digitally savvy campaign speaks to a new style of marketing where consumers can engage directly with their smartphones to access their favorite brands.
Not only will this activation be popular among younger generations, but the metrics behind the campaign can also help the brand better track its core demographic. “While traditional sampling allows us to get into the hands of consumers on the streets and in-store, activating our advertising voice-led sampling will allow us to reach a more targeted audience,” said ADF Fragrances’ Product Manager, Ilektra Fotopoulou.
This digitally savvy campaign speaks to a new style of marketing where consumers can engage directly with their smartphones to access their favorite brands.
Trend Themes
1. Voice-activated Sampling - Implementing voice-activated sampling services can effectively target younger generations and provide valuable metrics to track consumer engagement.
2. Digitally Savvy Campaigns - Marketing campaigns that leverage smartphones and direct consumer engagement are becoming increasingly popular.
3. Targeted Audience Reaching - Utilizing voice-led sampling allows brands to reach a more specific audience and gather data on their core demographic.
Industry Implications
1. Fragrance - The fragrance industry can benefit from implementing voice-activated sampling services to better target Gen Z and Millennial consumers.
2. Marketing - The marketing industry can leverage digitally savvy campaigns that engage consumers directly on their smartphones to access their favorite brands.
3. Consumer Goods - Voice-led sampling offers a disruptive innovation opportunity for consumer goods companies to reach a more targeted audience and gather valuable data.
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