Dolce & Gabbana- Billboard Campaign
245,157
Avg weekly impressions among adults over 18
982,512
Avg weekly impressions (18+) over 4 weeks
80
of those who saw the billboards were brand aware
Dolce & Gabbana
The Client
1Million+
Social Shares on Instagram
About the Client
Dolce & Gabbana, the famed Italian fashion brand founded in the 1980s by designers Domenico Dolce and Stefano Gabbana. Its fashions reflect classic elegance and sophistication, and trendsetters often refer to its looks as “bold.”
Attracting the Attention of Dolce & Gabbana brand aware individuals
Dolce & Gabbana and DJ Khaled boast impressive individual fan bases, each with more than 26 million Instagram followers. The goal was to build awareness among those people about the new collaboration. Presumably, the groups of fans enjoyed some crossover, but both display such loyalty that they would undoubtedly jump on whatever new products were presented by the fashion house or the artist.
That combined star power brought about a collection unlike anything D&G has produced before. It mashes elements of the high-energy, upbeat personality DJ Khaled curates with the high fashion of Dolce & Gabbana. Getting the word out to the right people could spark a surge of attention, not to mention great sales.
Get shared on Socials
Dolce & Gabbana wanted to have their billboards be shared on Social Media. DJ Khaled has an enormous following, the challenge was to find high impact billboards that can be easily photographed and shared.
Multiple Billboards suitable for Social Media
To achieve the campaign’s goals, Dash Two targeted three major cities with a billboard campaign designed to reach tastemakers ages 18-35 in each market. Of course, in addition to Los Angeles and New York City, two must-buys for any major out of home campaign, we also targeted Miami, for obvious reasons. Dash Two bought space in of the most exclusive and buzziest areas:
- Los Angeles: A static billboard on the Sunset Strip
- New York City: A digital billboard in Times Square
- Miami: A static billboard in the upscale Miami Design District
Implementation
The billboards debuted on March 15 and ran for four weeks across all three markets.
A big, bold collaboration calls for big, bold creative. The billboards feature DJ Khaled dressed in clothing from the collection, sitting on the left side of a bright red background. On the right side appear five simple words: “Dolce & Gabbana x DJ Khaled.” The eye-catching boards deliver a simple message that gets straight to the point, sending people to the Instagram accounts of the brand and the DJ, where they could learn more about the collaboration.
DASH TWO found the best available high impact Billboards
The billboards debuted on March 15 and ran for four weeks across all three markets.
A big, bold collaboration calls for big, bold creative. The billboards feature DJ Khaled dressed in clothing from the collection, sitting on the left side of a bright red background. On the right side appear five simple words: “Dolce & Gabbana x DJ Khaled.” The eye-catching boards deliver a simple message that gets straight to the point, sending people to the Instagram accounts of the brand and the DJ, where they could learn more about the collaboration.
Los Angeles, New York City and Miami chosen Hip Markets
The billboards became a huge success. Over the four-week campaign, the three boards generated more than 4.5 million impressions. As a bonus, the campaign also drove awareness of DJ Khaled’s studio album that dropped April 30. That, too, was a success — it became his third album to reach No. 1 on the charts.
avg weekly impressions among adults over 18*
avg weekly impressions (18+) over 4 weeks*
of those who saw the billboards were brand aware
Social Shares on Instagram
Know your target
With over 15 years of placing billboards DASH TWO knows where to get high impact and visibly engaging billboards.
“This campaign offered high impact units that spread like wild fire on social media outlets, especially Instagram!"
-Gino Sesto, Founder, DASH TWO
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