HUGO BOSS
HOW TO GENERATE 5 MILLION ORGANIC IMPRESSIONS
ABOUT:
Do we really have to explain who HUGO BOSS is? The fashion heavy hitter is world renowned for its suits, casualwear, accessories and fragrances. Proving that German engineering, quality and attention to detail is not limited to cars. After 90+ years in the game, they are going stronger than ever. Obviously they are doing something right.
CHALLENGE:
HUGO BOSS wanted to reveal the new BOSS BLACK EDITION perfume and corresponding capsule collection simultaneously and on an international scale. The capsule consisted of a unique and limited selection of BOSS pieces. As a fashion house, this was especially important for BOSS. So a well-balanced combination was necessary. The company also wanted to spread the word across other channels and be visible in key markets.
SOLUTION:
We developed a concept that incorporated fragrance and clothes in one seamless production. Photographer Christoph Schaller and videographer Ferdinand Feldmann shot the campaign. As cast, a international group of 8 digital ambassadors with strong fashion focus was selected. Especially important was a high visibility across key sales markets and target groups. This was assured through a detailed vetting of their accounts and followers.
The group of ambassadors got invited to NYC for an immersive experience of the BOSS BLACK EDITION. The production took place at jack studios. All influencers produced extensive live content from the shoot. The videos and pictures where then distributed according to a global release schedule. The followers of the influencer where directed to a landing page where they could learn more about the products as well as see additional content.
RESULTS:
This very complex project yielded great results for the brand. The BOSS BLOCK EDITION was well received in all selected markets. We achieved these results without any extra ad spend, purely organic.
SEEDING: 8 INFLUENCER
PUBLICATIONS: 123 (115% more then contracted)
IMPRESSIONS: 5 mil. (110% more as expected)
INTERACTIONS: 174 k (48% more as expected)
AVERAGE ENGAGEMENT RATE: 2,6 %
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