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 Story
After years of pandemic-related cancellations, the trendiest festival in the world was back - Coachella in California. At ZMS, we invited two highly engaging influencers with a large presence in the German market to attend the HUGO House at the Coachella festival in order to raise brand awareness for HUGO in the German market.
The Coachella campaign was HUGO’s biggest activation with Zalando to date and included a thoroughly developed creative concept designed to go hand-in-hand with a well-developed media approach.
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.
Influencer Marketing campaign
Awareness campaigns require presence! Through two specially selected influencers, ZMS expanded HUGO’s reach through the German market and generated interest and curiosity around the brand.
Influencers were asked to produce three posts, four stories, and two reels or TikTok videos each, providing ample visibility in the German market and creating buzz throughout Europe and North America too.
A hugely important factor for HUGO was authenticity. ZMS made sure that the selected influencers fit the brand’s DNA, were creating engaging and authentic content and had a solid and loyal audience. ZMS chose two influencers with strong reach and engagement in Germany on both Instagram and TikTok.
Three phased approach
Teasing: The influencers started by teasing the upcoming event to their audience, sharing that they were to attend the coolest festival globally with HUGO. The influencers showed followers different HUGO pieces from the festival collection in their stories, engaging with their community by asking them to vote for their favorite pieces. Those items were then packed for the US so that the content creators could create their festival looks live at Coachella.
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
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Founded in |
1924 |
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Categories |
Men's, Women's |
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Services |
ZMS |