How to Boss Social Media Branding

Powerful social media for brands: Boss = 75m engagements in 24 hours 
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Hugo Boss acquired a new boss last June, he has already had a big impact. Two recent global campaigns gained coverage of 1.9 billion impressions, which is pretty impressive. 

Refocusing the brand on Gen Z and millennials Boss is investing $100m in digital campaigns - mobile first.

Photo courtesy of Boss

Rebrand. After almost 50 years, the German business is refreshing its brands with “BOSS” and “HUGO”.  

For the launch of the campaign, an impressive digital activation of 200 talents, posted their personal BOSS stories on Instagram, Weibo, Red, and WeChat with images of themselves wearing the signature BOSS hoodie.

An all-star cast front the #BeYourOwnBOSS campaign including stars of sport and media such as boxer Anthony Joshua and TikTok star Khaby Lame (a mere 130m followers) lead the campaigns. Here is the YouTube of the campaign

Keeping the brand relevant and refreshed is important and the early signs are this will convert into sales but measuring the ROI might take a while. 

Digital brand is an important component of any IP plan and a super way to develop unregistered rights for brands as part of an overall strategy to protect intellectual property.
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