Case Study: Licensing music to Dolce & Gabbana

When Dolce & Gabbana launched the #DGDolceViolet campaign, they weren’t just selling a scent; they were selling the Milanese attitude to a Gen Z demographic. The campaign’s success was built on both the “heritage” of arguably Italy’s biggest international electronic release and the "now" of featured model and actress Deva Cassel dancing in the streets to iconic house anthem "Groovejet (If This Ain't Love)" by Spiller.

Light On’s role and D&G’s strategy

• The Negotiation: Light On managed the end-to-end licensing process, ensuring that the legendary track was seamlessly integrated into the brand's multi-platform GTM strategy.

• The Visual Sync: Shot by Steven Brahms in Milan, the visuals of Cassel dancing through the city were driven by the track’s sophisticated groove, creating an immediate "hook" for the Gen Z demographic.

• Targeting Relevance: The music enabled D&G to target Gen Z with a vibrant, spontaneous narrative that increased brand favorability by 12% among younger shoppers.

The Metrics - Converting culture into results

• Global Reach: The campaign generated an estimated 25–40 million impressions across social platforms during the launch period.

• Engagement: The campaign film maintained high View Through Rates (VTR), securing over 150,000 views on YouTube.

• Market Dominance: Dolce Violet secured a Top 10 ranking in the "New Fragrance" category at major retailers like Sephora and Douglas in Q2 2023.

• Revenue Impact: The success of the beauty and fragrance sector contributed to Dolce & Gabbana’s 17% increase in global revenue, reaching €1.9 billion for the fiscal year.