Hugo Boss China Digital Campaigns

Hugo Boss  is a well-known global fashion house from Germany. They have a very long and rich established history, focusing on luxury and high-quality clothing, accessories and fragrances. Hugo Boss has launched their digital presence in China since 2011 and established a strong brand awareness and follower base on social media. They also have e-commerce stores on T-mall and JD as well as retail outlets across China.

Since launching in China, they have been partnering with external marketing agencies locally in China. Although Hugo Boss is well-established in China digitally, they were looking for ways to increase the success of their campaigns, and for the HQ to have better insights into campaign performance.  

 We started working with the Hugo Boss Global team and China team in 2018 for paid campaigns in China on their fashion and eyewear line. Working with us in the UK and China meant we were able to keep all internal stakeholders updated at a much faster pace, vital in China. Understanding their global branding requirements and value proposition, allowed us to provide valuable insights into how this could be localised and adapted, and build campaigns on the right social platforms in China to drive success.  

Hugo Boss launched their eyewear line (on specific e-commerce stores) in China in 2014. They started partnering with high-profile celebrities in 2017 to raise awareness about their eyewear line but the target audience profile was generic and they struggled to connect with a younger audience.

Understanding their unique challenges, we reorganised their target audience profiles to be more tailored and specific to their Chinese tribes, prioritising conversion (especially among younger audiences) as well as an always on strategy. We adapted the copy and visuals for each niche in China, ran A/B campaigns to hone in on what worked best for each tribe and monitored the results daily to make tweaks to our audience profiles.  

Apart from Weibo and WeChat advertising, we utilised Douyin as a key component of their campaign. Douyin was growing rapidly among younger consumers at that time, so we ensured we used the best platform to reach one of our Chinese consumer tribes. We also restructured the user journey from online ads to their Tmall store to drive conversion.