Hugo Boss campaigns generate record breaking social media engagement
Hugo Boss has kicked off a brand refresh with the launch of two global campaigns for Boss and Hugo.
Said campaigns snagged 1.9 billion impressions and 75 million engagements across social media during their first day, a record breaking result for the company.
A #BeYourOwnBOSS initiative features models Kendall Jenner, Hailey Bieber, and Joan Smalls, rapper Future, TikTok star Khaby Lame, singer and actor Lee Minho, boxer Anthony Joshua, tennis champion Matteo Berrettini, and runner Alica Schmidt.
Of the cast, Minho turned out to be the most popular in terms of engagement on social media.
The move across all consumer touchpoints lead with an activation on the launch date by more than 200 talents posting their personal Boss stories on Instagram, Weibo, Red, and WeChat with images of themselves wearing the signature Boss hoodie.
A #HowDoYouHUGO campaign, featuring model Adut Akech, rappers Big Matthew, SAINt JHN, and dancer Maddie Ziegler, is live across all channels, with a focus on TikTok, where a dance challenge aims to generate additional buzz on the platform.
The brand refresh also boosted the online flagship store hugoboss.com.
Global internet traffic more than doubled, reaching a record level, and the signature Boss hoodie nearly sold out and was the bestselling single style in the history of the company.
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