HUGO BOSS has realized a best practice case for successful event and social media marketing. The fashion brand achieved impressive 4 billion social media impressions in just 4 days with a social-first concept, which was implemented as a hybrid event in Milan.
To target younger audiences, the fashion company launched its second BOSS X Russell Athletic Capsule Collection with a special kind of "phygital experience" (physical + digital). In a mix of a live fashion show and a digital streaming event, the new collection was presented in a baseball stadium in Milan. The on-site show was actually only the framework for extensive target group activations in the social media.
Numerous "shareable moments" were created during the on-site live event. Models such as Gigi Hadid, Irina Shayk, Joan Smalls, Cindy Bruna, Alton Mason and Adut Akech, as well as athletes Alica Schmidt, Trenten Merrill and Race Imboden, furthermore K-Pop star Big Matthew and TikToker Khaby Lame (@khaby.lame) provided a runway show with numerous big pictures to post.
Both the guests on site and the actors were specifically chosen based on their social media power: TikToker Khaby Lame, who performed at the end of the show, is one of the most successful TikTok creators with 113 million followers, and BOSS is the first fashion brand to ever post on his channel. Social media stars like Chiara Ferragni, Fedez, Fai Khadra, Avan Jogia and Benji Krol also shared their experiences on the social web channels.
The social-first approach worked out: The digital buzz generated around the globe surpassed anything the HUGO BOSS brand had ever achieved before. The event is thus considered the biggest social-first event in the history of HUGO BOSS.
Daniel Grieder, CEO of HUGO BOSS, is convinced: "This event is our benchmark for what we deliver as an experience for customers around the world as of today. It underlines the great potential and global brand strength of BOSS and is in line with our goal to turn customers into fans. I look forward to continuing on this path with the entire team."
Image: BOSS X Russell Athletic_Social First Event 2021_Key Visual
Related topics:
fashion show, fashion event, HUGO BOSS, hybrid event, digital event, on-site event, live event, eventmarketing, social media marketing, influencer marketing, social first event, digital event
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