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Dolly Parton
The Client
Total impressions
Total clicks
Products promoted
Do we even need to introduce you to Dolly Parton? She’s a hugely successful country artist, actress, philanthropist and theme park owner who also has her own fragrance line, which is what we promoted.
Our charge was to promote Dolly Fragrance — Scent From Above and the Front Porch Collections. Our goal was to drive website traffic to the products on Walmart to support that retail partnership and sell through stock at the largest retailer in the country.
Did we mention how incredibly prolific Dolly Parton is? For this digital search campaign, we couldn’t bid on “Dolly Parton” as the prolific artist is promoting multiple projects at any given time. We didn’t want to compete against other Dolly endeavors since we were running a year-long campaign. We also drove traffic to one of the largest retailers in the world and couldn’t do any type of conversion tracking.
We wanted to target high-intent customers, so we concentrated on Google Search in order to direct users who were already showing high interest in the product to get it at Walmart instead of using another retailer.
When you have the Dolly name, you don’t need a focused social campaign; we skipped both paid and organic social media.
The campaign had long legs. It ran during the 2021 and 2022 holiday seasons and then consistently from February 2023 until September 2024. We targeted 15 top markets for Dolly Parton that included stores carrying the product in Texas, Tennessee, Florida, Georgia, Ohio, Virginia, North Carolina, Illinois, Alabama, Pennsylvania, Missouri, Kentucky, California, Indiana and Arkansas.
We also promoted the products on YouTube and Google Display for part of the two holiday campaigns, but our Google Search campaign remained consistent throughout the multi-year run.
Even with targeting limited within those states, we generated 1,094,845 impressions and 32,998 clicks.
Gino Sesto, Founder & CEO, DASH TWO
This campaign is a good example of figuring out an advertising solution when obstacles can prevent you from tracking your overall goal. In this case, our goal was sales, but we weren’t able to set up tracking to measure that. Still, despite that hurdle and the keyword restrictions, we achieved impressive metrics that delighted the client.
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