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HUGO BOSS X RUSSEL ATHLETIC
CLIENT
HUGO BOSS
TYPE OF CLIENT
Fashion
CATEGORY
Creative Concept, Social first strategy.
BRIEF
For the collaboration between Hugo Boss and Russell Athletic, the challenge was to elevate the traditional fashion runway experience into an engaging digital spectacle. With a focus on merging fashion and sport, the brands transformed the runway into a live 'play' of a baseball game, streamed on Instagram Live and Reels. Over 200 creators showcased the new BOSS x Russell Athletic products, which were seamlessly integrated for immediate purchase during the event. Collaborating with creator Fred Stauffer, a series of Reels ads featuring diverse creators was produced within a tight 3-day timeframe, maximizing the campaign's impact.
RESULT
The innovative approach resulted in exceptional outcomes, with the campaign achieving a remarkable 112% increase in brand lift on deeper brand metrics compared to traditional campaigns. Furthermore, there was a significant 6.4 percentage point lift in brand favorability, highlighting the effectiveness of the social-first strategy in resonating with the audience and enhancing brand perception. The seamless integration of product tags in Reels and Instagram posts facilitated direct conversions, driving tangible results and maximizing return on investment.
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