Global Brand Refresh
Challenge & Approach
How to become a global top 100 brand again?
Hugo Boss realized that their brand had lost its purpose over the years. Relevance and engagement with younger audiences were historically low. Their main brands - BOSS and HUGO - skewed towards a 40+ consumer and the brand system was rather outdated.
For HUGO BOSS we built a comprehensive “Social First” approach - from media strategy, to platform selection, to KPI definition, execution and measurement encompassing guaranteed brand awareness, brand engagement, follower growth on relevant platforms, strategic post boostings and influencer campaign extensions.