How the DAJANA RODRIGUEZ Converted Over 37% of Targeted Individuals into New Customers

A Premium Brand, a Well-Planned Offline Campaign, and Results That Speak for Themselves. Want to know how it's done? Read our case study.

Client

Goal

To acquire new customers in the fashion and accessories segment.
To strengthen the brand awareness of DAJANA RODRIGUEZ.
To trial offline acquisition via a premium partner.

Products

Exclusive DL-Format Discount Voucher - PLUS PACK 1

Services

Inclusion of a DAJANA RODRIGUEZ Brand Voucher in a NOTINO Partner Loyalty Envelope

Year

2025

About the Client

DAJANA RODRIGUEZ is more than just a handbag brand; it’s the story of a woman who created her own world—bold, bohemian, iconic. Every design is born with the vision that style should have a soul. These handbags aren’t merely fashion accessories; they’re an expression of personality. Hand-stitched, distinctive in design, and crafted with a passion evident in every stitch, for us, it’s a brand that doesn’t shout but speaks precisely to women who know what they want.

How Our Shared Story Began…

Some campaigns are born at a desk; others, at just the right moment.

This particular one bloomed amidst the scent of flowers. Our Commercial Director received a bouquet, and something unexpected caught her eye: a luxurious, elegantly designed voucher from the DAJANA RODRIGUEZ brand.

At that very moment, an idea was born:

“Why should such an exceptional product remain hidden amongst flowers? We can place it into the hands of tens of thousands of customers.”

And so began a collaboration that united offline distribution with a premium handmade brand.

About the Campaign

Throughout late April and early May 2025, the DAJANA RODRIGUEZ brand voucher was distributed by inclusion within NOTINO’s partner loyalty envelopes, further strengthening communication with existing NOTINO customers. The aim was to provide them with a relevant and valuable benefit as a reward for their purchase, whilst simultaneously encouraging them to discover new brands within the premium segment.

Objective: To acquire new customers and strengthen brand awareness amongst online shoppers in the Slovak and Czech Republics.

Tool: A combined discount voucher (choice between a €70 or 30% discount).

Kampaň v číslach

170k

parcels

weeks

countries

18-45

women

Campaign Parameters

Parameter	Slovak Republic	Czech Republic
Vouchers Distributed	70 000	100 000
Average Purchase Value	166 €	167 €
RR (response rate)	0,27 %	0,07 %
Share of New Customers	37 % (outside loyalty programme)	48 % (outside loyalty programme)

Campaign Significance from an Acquisition Perspective

Despite a seemingly lower conversion rate of 0.27%, this campaign successfully acquired 37% completely new customers for the client in Slovakia and 48% in the Czech Republic. From an acquisition standpoint, this is a significant indicator, confirming the power and effectiveness of a well-targeted offline campaign, even within a broader customer journey.

The commercial benefit of the campaign is further underscored by considering the average order value of €166.

Overall, the campaign’s Return on Investment (ROI) was 271.2%, meaning that every €1 invested into the campaign generated approximately €3.71 in return.

Factors Influencing Campaign Results

Precise Targeting: Distributing within the orders of NOTINO’s online customers reached a highly relevant target group for the handbag segment, especially given DAJANA RODRIGUEZ’s brand positioning. We reached customers with disposable income, a higher likelihood of making impulse or complementary purchases, and an interest in lifestyle, fashion, and beauty.

Benefit Choice: A personalised benefit increases the motivation to convert; the more targeted and valuable the offer, the stronger its appeal to the customer.

Premium Voucher Design: The voucher was printed on heavier-weight paper with a premium design, which enhances branding through the unboxing experience and conveys a sense of trustworthiness even at the first point of contact with the brand.

Offline Acquisition via In-parcel Insert/Voucher: Distributing the voucher as an insert directly within NOTINO parcels allowed us to reach entirely new customers outside of digital channels, which led to a demonstrable increase in interest.

Interesting Point: Order Development Over Time

We observed that vouchers were still being redeemed even after their official expiry date. Thanks to the attractive discount value and well-targeted distribution, the vouchers continued to have an effect even after the formal conclusion of the campaign.

This phenomenon also suggests that had the campaign’s validity period been set for a longer duration, the conversion rate could have been even higher. This is an important optimisation factor that should be considered when planning future campaigns, with the aim of maximising their effectiveness and reach.

Through the Client’s Eyes

“Thanks to targeted distribution, we managed to reach new customers and saw an increase in sales of our products. We consider the collaboration to be highly beneficial, with fast and professional communication. We particularly appreciate the professional approach and flexibility in setting up the campaign. We definitely plan to continue with campaigns in the future.”

— Team DAJANA RODRIGUEZ

Conclusion

The acquisition campaign for the DAJANA RODRIGUEZ brand demonstrated that:

Offline works – if it’s creative, well-timed, and visually impactful.
A discount isn’t just motivation, but a strategy (if designed correctly).
Relevant distribution can create a breakthrough even in a competitive segment.