Dsquared2

How does an alternative luxury fashion brand drive awareness of its new underwear collection?

Challenge

Grow the Dsquared2 presence on Twitter and drive awareness of its new underwear collection.

Solution

Used Promoted Accounts and Promoted Tweets to scale its follower base and tease the launch of its new collection.

Results

  • 7.1% engagement rate on Promoted Tweets
  • 3,700 new followers in two weeks

  • 70% more online views of its fashion show

Tweet

Helmed by brothers Dean and Dan Caten, Dsquared2 (@Dsquared2) is an international fashion house that has given life to the unique concept of alternative luxury. It produces chic, sophisticated collections that are sensual and provocative, attracting global celebrities like Madonna, Lenny Kravitz and Justin Timberlake. As a forward-thinking brand, @Dsquared2 embraces the power of social media and makes it an integral part of its marketing.

The challenge

@Dsquared2 wanted to grow its presence on Twitter and drive awareness of it new underwear collection among fashion lovers.

The solution

Leading up to the launch, @Dsquared2 used Promoted Accounts to grow its existing follower base. The campaign targeted users like its followers, people with the relevant fashion and music interests as well as specifically selected @usernames. It also activated geo-targeting to reach users in the United States, UK and Italy.

To spark curiosity and conversations about its new underwear collection, @Dsquared2 also launched its first teaser campaign on Twitter. It used Promoted Tweets in timeline to reach a wider audience of fashion and music lovers across the mentioned geographies.

Using a photo card, @Dsquared2 designers Dan and Dean Caten carefully selected an image together with famed fashion photographer Steven Klein especially for Twitter. Chosen for its sensuality and alignment with @Dsquared2’s provocative brand equity and voice, the teaser image garnered instant attention and buzz among Twitter users, maximising the impact of other online channels like You Tube and Facebook as well as international print titles.

Following a successful launch, @Dsquared2 continued to innovate on the platform, this time around its Spring Summer 2014 Women’s Fashion Show. The brand used Twitter’s Player Cards to live stream its fashion show, allowing users to watch it from within a Tweet.

In addition to interest, @username and geo-targeting the brand used keyword targeting in timeline to reach people tweeting or engaging with Tweets containing specifically selected keywords and hashtags like #FW, fashion and style.

“Only Twitter has the power to generate curiosity among fashion lovers. We wanted to take advantage of the social power of Twitter to reach as many people as possible interested in fashion. I had the chance to monitor how people engaged and talked throughout the campaign. Dominated by a huge positive sentiment, the campaign was a great success”.

Rasim AyerdenHead of Digital, Dsquared2

The results

In a two week period, @Dsquared2 gained over 3,700 new followers and put its teaser campaign in front of 420,000 fashion lovers. 

Driven by precise targeting and strong content, the brand reached 7.1% engagement rate on its Promoted Tweets with positive sentiment throughout. The live streaming of its Spring Summer 2014 Women’s Fashion Show on Twitter resulted in 70% more online views versus the previous year.

Following a successful campaign, @Dsquared2 sold out its underwear collection at the brand’s e-store in two weeks.

3 keys to success

  1. Target with precision to connect with the right people.
    Twitter targeting capabilities allow you to reach the right audience at the right time. @Dsquared used interest, @username, keyword and geo-targeting to reach style and fashion lovers in the United States, UK and Italy.
  2. Align rich media embedded in Tweets with your brand equity and voice.
    Tweets that contain photos and multimedia experiences drive engagement and inspire sharing. @Dsquared used Twitter’s Photo and Player Cards to drive action from within a Tweet. The brand carefully selected images and videos for its Twitter teaser campaign which reflected its risqué brand voice and sensual design philosophy.
  3. Share unique experiences.
    Twitter users love exclusive content. @Dsquared used Twitter’s player card to live stream its fashion show and give fashion lovers insider access to it.