Estée Lauder-owned fragrance brand DKNY has teamed up with voice-led sampling and customer data acquisition business Send Me a Sample to target Gen Y and Gen Z with a voice campaign for its latest fragrance.
DKNY is looking to reach women aged 18 to 30 through paid-for posts on Facebook and Instagram. Those targeted will be served creative prompting them to request a sample of the ‘Be Delicious’ fragrance via Google Assistant or Amazon’s Alexa.
“While traditional sampling allows us to get into the hands of consumers on the streets and in-store, activating our advertising with voice-led sampling will allow us to reach a more targeted audience,” said Ilektra Fotopoulou, product manager at the Aramis and Designer Fragrances (ADF) division of Estée Lauder Companies.
“We’re really excited to be working with Send Me a Sample to get Be Delicious in front of a new, digitally-first audience.”
In order to receive a sample, consumers must register with Send Me a Sample and ask their voice assistant of choice to “Send Me a Sample of DKNY”. Samples are available from today (12 August) for two weeks.
Those that request a sample will also be given a coupon for online retailer Fragrance Direct, entitling them to a free gift.
“Voice is going from strength-to-strength and becoming central to our daily lives, especially for younger generations,” said Richard Hill, co-founder of Send Me a Sample.
“Through the use of voice, DKNY will be able to target those who mainly interact with brands online and offer a simple way to trial a product at home, with the ability to follow up with a highly engaged audience afterwards.”
This year has also seen Send Me a Sample run similar campaigns with other cosmetics brands including Benefit Cosmetics and Clarins.