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Image Credit: @actorleeminho

In this digital era of age, if you are an Influencer or anyone whose career is dependent upon digital impressions – this is valuable news for you. Wondering what got Hugo Boss 2 Billion impressions in a day?

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 coverage of 1.9 Billion impressions and 75 Million engagements across social media in 1 day – a record-breaking result in 2022.

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.

75 Million engagements across all social media channels

This campaign across all consumer touchpoints gained impressive digital footfall on the launch date with more than 200 talents posting their personal BOSS stories on Instagram, Weibo, Red, and WeChat with images of themselves wearing the signature BOSS hoodie, creating a phenomenal digital buzz around the world.

1.9 Billion impressions for both campaigns

In addition, the relaunch made a significant impact for the online flagship store which greatly benefited from the success of the campaigns. Global internet traffic for had doubled, reaching a record level. The signature BOSS hoodie had nearly sold out and was the bestselling single style in the history of the company.

367 Million views on TikTok #HowDoYouHUGO challenge

With these social-first campaigns, HUGO BOSS presented an unexpected and new identity for its brands that 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.

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