PR94317

METZINGEN, Germany, Jan. 29, 2022 /PRNewswire=KYODO JBN/ --

HUGO BOSS successfully kicked off its brand refresh, following its new growth

strategy, with the simultaneous launch of the two star-studded global campaigns

for its brands BOSS and HUGO on January 26. Together, the two global campaigns

gained a coverage of 1.9 billion impressions and 75 million engagements across

social media in 1 day – a record-breaking result for the company.

Photo - https://mma.prnewswire.com/media/1736162/BOSS_LEEMINHO.jpg  

Logo - https://mma.prnewswire.com/media/1734005/HUGOBOSS_Logo.jpg

The #BeYourOwnBOSS global campaign features top models Kendall Jenner, Hailey

Bieber, and Joan Smalls, rapper Future, TikTok star Khaby Lame, singer and

actor Lee Minho, professional boxer Anthony Joshua, tennis champion Matteo

Berrettini, and runner Alica Schmidt. Out of the cast, Lee Minho turned out to

be the most beloved talent in terms of engagement on social media globally.

The activation across all consumer touchpoints, leading with an impressive

digital 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, created a phenomenal digital buzz

around the world.

The #HowDoYouHUGO global campaign, featuring top model Adut Akech, rappers Big

Matthew, SAINt JHN, and dancer Maddie Ziegler, is activated across all

channels, with a focus on TikTok, where a dance challenge generates additional

buzz and high engagement on the platform. The #HowDoYouHUGO challenge,

choreographed by brand face, Big Matthew, and TikTok creator, Vik White, is

amplified by 60 creators. Also, different social-first content layers connected

to the worlds of dance and music have been produced for the activation. In the

course of the first day, the brand's followership on the account increased by

30%.

In addition, the relaunch made a significant impact for the online flagship

store hugoboss.com which greatly benefited from the success of the campaigns.

Global internet traffic for hugoboss.com 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.

The success of the two campaigns is visible across all KPIs achieved in the

first day and makes them the most successful ones in HUGO BOSS history:

    - 1.9 billion impressions for both campaigns

    - 75 million engagements across all social media channels

    - Social engagement increased by 84% on BOSS Instagram

    - 367 million views on TikTok #HowDoYouHUGO challenge

    - Number of followers on HUGO TikTok increased by 30%

With these social-first campaigns, HUGO BOSS presented an unexpected and new

identity for its brands, further strengthened their position across all digital

channels, and reached new and younger target groups like Gen Z and millennials.

This is the biggest milestone in executing the CLAIM 5 growth strategy to boost

brands and to turn customers into fans.

High resolution image can be downloaded here:

https://galleries.launchmetrics.com/p/hugoboss-production/showrooms/61f3cd50912b69000922f578

If you have any questions, please contact press(at)hugoboss.com.

GROUP.HUGOBOSS.COM

TWITTER: @HUGOBOSS

LINKEDIN: HUGO BOSS

SOURCE  HUGO BOSS