Challenge & Approach
How to reach parents with a kids campaign?
HUGO BOSS wants to generate product and brand awareness among parents for its kid's collections. However, major challenges here are the complexity of targeting, which must combine two difficult-to-identify target group characteristics:
- Who are parents?
- Which parents have a relevant household income to buy BOSS Kids products?
As walled gardens barely know who of their users are actual parents, it’s important to strengthen the targeting approach and increase targeting efficiency.
For the first time in years, HUGO BOSS uses the solutions of cmmrcl.ly / Audience in partnership with Swissmom to identify the relevant target group, in addition to the target group based on platform targeting used in previous campaigns. By collecting relevant 1st party user data from Swissmom, cmmrcl.ly can approach parents that are currently consuming kids related content.