Jan 31, 2022
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New Boss and Hugo campaigns set records, boost engagement and sales

Jan 31, 2022

Hugo Boss's announcement of star-studded campaigns for its Boss and Hugo brands last week was big news, but the reaction to those campaigns is newsworthy too with the company saying the launches have made a huge impact. 

Lee Minho in the Boss campaign - Hugo Boss

It said that the two campaigns saw almost two billion impressions in just one day after their launches on January 26.
Together, the two global campaigns gained coverage of 1.9 billion impressions and 75 million engagements across social media in 24 hours, which it hailed as “a record-breaking result for the company”.

The company added that social engagement increased by 84% on Boss Instagram. There were 367 million views on TikTok for the #HowDoYouHugo challenge and the number of followers on Hugo TikTok increased by 30%.

And it was interesting to see which of the celebrities featured in the campaigns consumers most identified with.

The #BeYourOwnBoss creative 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 that impressive cast, Lee Minho “turned out to be the most beloved talent in terms of engagement on social media globally”, we’re told.

Of course, a campaign is only truly successful if it ultimately drives sales higher and the company said the brand relaunches that the new campaigns are part of “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”.

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