How HUGO’s Gen Z rebrand led to an increase of 19% in onsite conversion rate
How HUGO’s Gen Z rebrand led to an increase of 19% in onsite conversion rate
HUGO is HUGO BOSS’ Gen Z-focused label, and when they decided to launch a major campaign at Coachella Festival 2022, it chose Zalando Marketing Services (ZMS) as its exclusive partner.
HUGO is HUGO BOSS’ Gen Z-focused label, and when they decided to launch a major campaign at Coachella Festival 2022, it chose Zalando Marketing Services (ZMS) as its exclusive partner.
Key Figures:
33m
Impressions
334,000
Clicks
440,000
PDP Views
The Goal
HUGO’s goal with its Coachella campaign was to increase awareness for the brand amongst the target audience, Gen Z, within the target market, Germany.
The Strategy
Together with HUGO, ZMS came up with a three-phase plan for this activation: a “teasing” phase before the event, the event itself including capturing iconic moments at Coachella, and a post-event phase recapping the experience. Every phase had a specific strategy linked to the campaign’s main objective.
In order to realize the campaign, HUGO and ZMS chose influencers to produce organic content at the HUGO House, a villa at the Coachella festival. This was a massive activation with lots of engagement, interactions, inspirational content, and memories.
HUGO House & Coachella: The influencers had VIP passes and took part in many festival activities, leading to lots of organic content. At the HUGO House the talents were encouraged to engage with their audience and ask for opinions about style and make-up, as well as leading a Q&A about the event, and other engaging formats.
During this phase HUGO also booked a variety of onsite and offsite media placements with ZMS including a Category Takeover and Catalog Teaser, In-Catalog Ads and Homepage Teaser, as well as Sponsored Products for optimal performance. HUGO also ensured a strong social media presence in this phase with a variety of social media placements from TikTok and Snapchat to Facebook and Instagram.
Post-event recap: Influencers were encouraged to do wrap-ups about the event including posts and reels/TikTok videos. This included asking their audience to rate their looks at the festival (in order to showcase HUGO’s products), as well as a Q&A about the HUGO House and the whole experience.
In this phase, HUGO booked a Homepage Teaser and Sponsored Products to ensure good conversion along the marketing funnel, as well as a variety of social media formats from TikTok and Snapchat to Facebook and Instagram.
Landing Page
The influencer campaign was extended on Zalando with a dedicated Landing Page for the festival, displaying content produced by the influencers. The looks worn by the influencers were shoppable on Zalando and conversion was high during the campaign run time.
Tips for Brands:
- Create hype around an event: Choose an event that your target audience is hyped about and create lots of engaging content so they really feel that they are part of the moment
- Have influencers allow their audience to choose their looks: This is a great way to really up engagement with your collection and increase consideration with the target audience
- Get buy-in from the buying team: Ensure that influencers and buyers are aligned on what the key pieces from the collection should be.
The Results
This was a massive activation with lots of engagement, interactions, inspirational content, and memories. With this campaign, HUGO marked its presence amongst the German Gen Z audience and created highly valuable content with Zalando. During the Category Takeover, HUGO observed an uplift of 35% PDP Views within the markets included, and during the Category Takeover, HUGO observed an uplift of 82% for click-attributed items sold within the markets included. A true full-funnel success, HUGO achieved 33M impressions, 334K clicks, and 440K PDP views!
In Detail
Founded in |
1924 |
---|---|
Categories |
Men's, Women's |
Services |
ZMS |