Where do you find fashion-conscious, international women – the sophisticated target audience for HUGO BOSS’ new, luxury fashion line? At Harper’s Bazaar, of course. That’s why established media brands took centre stage in a month-long, cross-media content campaign by the Burda Community Network (BCN) – an eye-catching presentation of the new BOSS women’s wear ‘Feminine Coolness 360°’ new summer collection that was full of surprises.
The core element of the campaign was a six-page photo gallery shot in Miami, masterminded by Harper’s Bazaar Editor-in-Chief, Kerstin Schneider, together with international fashion photographer, Regan Cameron.
The results of the shoot provided relevant content for all the important channels such as print, online and social media. There was also a making-of video (distributed across Harper’s Bazaar and BUNTE.de’s social media channels) and a native article on hapersbazaar.de.
The target audience was consistently activated at the same time as the image transfer. Shopping widgets invited them to interact and shop directly, while stand-alone newsletters from InStyle, BUNTE and ELLE linked them directly to HUGO BOSS’ online store.
Harper’s Bazaar’s brand language is setting new standards thanks to its authenticity and editorial experience. Harper’s Bazaar is the number one source of inspiration for extravagant cosmopolitan women – and HUGO BOSS reaches this exclusive target audience with this campaign. This not only ensures that the readers have relevant content on every channel, but also give HUGO BOSS a genuine, measurable benefit: a strong Boss women’s wear presence in the high-end segment.
A high point of the campaign was the ‘Harper’s Bazaar Styles You’ competition, which ensured optimum brand awareness as well as target audience activation.
The prize was an exclusive personal styling and shopping experience in the BOSS store in Berlin with Kai Margrander (Fashion Director at Harper’s Bazaar). Facebook videos on @HarpersBAZAARGermany as well as cross-posting the video on the BurdaStyle Luxury Facebook channels @ElleGermany and @InStyleGermany ensured maximum reach.
The results speak for themselves: 50,000 high-end contacts in print, over one million contacts on Facebook, more than 64,000 clicks, over 180,000 video views and an average viewing time of 1:19 minutes for videos and articles.
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