HUGO BOSS

The effective combination of Influencer marketing and branded storytelling

ABOUT:

HUGO (yes, just HUGO) is the younger line of the HUGO BOSS company. Think of it as the cool little brother. Always dressed in the latest fashion, always on his phone, all the girls love him, always running a bit late… you get the picture.

CHALLENGE:

HUGO already had a exquisite campaign called HUGO NIGHTS for their current collection. Now they were looking to extend it across other social accounts. The main goal was to introduce the brand to new customers while keeping it recognizable. Keeping a coherent brand message was crucial since the content would be integrated on the brands own social accounts as well.

SOLUTION

First we researched 14 influencers that fit the brand from an artistic point of view. They had to fulfil specific requirements and command large, credible followings in the relevant markets. We then translated the HUGO fall winter campaign into an influencer activation concept. This included meetings, detailed briefings and moodboards. This guided influencers in their own content production and assured a coherent visual language. Each influencer produced three to six pictures as his own re–interpretation of the original HUGO campaign. The pictures were accompanied with meaningful copy. Swipe-up links to the products influencers were wearing and the original campaign were included as well.

RESULTS

HUGO was able to spread their campaign and brand message to a large set of potential clients. They also got a diverse selection of content to use on their brands Instagram. A significant growth in followers on their own Instagram account was also achieved. Last but not least, we were able to save the brand noteworthy production costs.

SEEDING: 14 influencers, 1 brand

PUBLICATIONS: 90

IMPRESSIONS: 1.9 mil.

INTERACTIONS: 124.1 k

AVERAGE ENGAGEMENT RATE: 3,1 %

If you need help in selecting, vetting, contracting and crafting successful influencer activations – we are here to help.