BCN & Hugo Boss: Feminine Coolness 360° - Crossmedia Campaign within Harper's BAZAAR

Burda‘s multi-channel marketer BCN stages Hugo Boss’ new summer collection with a 360 degree campaign under the motto “feminine coolness”, which will be played out along the customer journey via print, digital and social media channels. The lead medium for the campaign is the German edition of Harper’s Bazaar.


Customized digital storytelling
The key element of the campaign is the exclusive photo shoot in Miami translated into a six-page photo spread in the print magazine. Harper’s Bazaar editor-in-chief Kerstin Schneider engaged the international fashion photographer Regan Cameron for the shoot.
The editorial shoot is supported by a three-part native advertising package: Harper's Bazaar presents articles from the current collection on its website and provides them with so-called shopping widgets, which link directly to the Hugo Boss online store directly contributing thus to the sales. The making-of video about the editorial shooting is pushed via the digital and Facebook channels of Harper’s Bazaar and and ensures a maximum exposure for the campaign. The video has been clicked over 60.000 times so far. In parallel Elle, Instyle and Bunte send a stand-alone newsletter linking to the Hugo Boss online store.
Harper’s Bazaar Styles You
The “Harper’s Bazaar Styles You” sweepstake ensures increased brand awareness and target group activation. The luxury brand raffles an exclusive and personal styling as well as a shopping tour in the BOSS store in Berlin together with Kai Margrander, Fashion Director at Harper’s Bazaar. A maximum coverage is reached due to the Facebook video post on @HarpersBAZAARGermany as well as the cross-spotting of this video via the BurdaStyle Luxury Facebook channels @ElleGermany and @InStyleGermany.
“Number one source of inspiration”  
“The brand language of Harper’s Bazaar stands for authenticity and editorial expertise, setting new standards. Harper's Bazaar is the number one inspiration source for extravagant cosmopolitans - Hugo Boss targets with the campaign this exclusive group quite specifically. The readers benefit thus of relevant content on all channels and Hugo Boss has also a real measurable benefit: a dramatic increase of the emotional value of the brand in the high-end segment”, Silke Noak, Head of International Sales explains.
International expansion
The campaign idea developed for the German edition of Harper's Bazaar was also implemented by the Dutch counterpart in print and digital.