BOSS used Instagram Live and Reels ads to cover the launch of its latest collection at the Milan Fashion Week, lifting favorability in the UK by 6.4 points.

Premium lifestyle fashion

HUGO BOSS is a global premium fashion group based in Germany with two main clothing brands: BOSS and HUGO. In autumn 2021, BOSS released its second collection based on a collaboration with casual sportswear brand Russell Athletic, called BOSS x Russell Athletic.


lift in favorability in UK


lift in preference in UK

We have introduced a modern, social-centric direction for BOSS, putting entertainment and engagement at the heart of our brand strategy. We are proud to partner with Facebook, as an extension of our team, to produce emotive content, collaborate on mobile-first design, and define new shoppable social experiences.
Emotional brand engagement

BOSS wanted to take a social media-first approach to promote its second collaboration with Russell Athletic to broaden the appeal of the brand among younger people. It also wanted to boost its Instagram presence with entertaining and engaging content.

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Team Reels: an all-star lineup

The fashion house decided to use Instagram Live to cover the launch of the second BOSS x Russell Athletic capsule collection during Milan Fashion Week, on September 23, 2021. The show was staged as a live baseball game and featured 200 creators who showcased the new BOSS x Russell Athletic products, which were made available for purchase as people watched.

Creator and videographer Fred Stauffer was also enlisted to direct a series of Instagram Reels ads that showed 16 of the creators presenting their outfits in their own unique and entertaining ways. The entire production was realized in just three days—from shoot to edit, final ad creation and campaign launch—setting a new standard for social-first fashion events and innovative content production. All of the BOSS x Russell Athletic styles and products presented in the Reels and Instagram posts used product tags so that viewers could purchase them quickly and easily at the point of discovery.

A complementary campaign to boost brand awareness also ran from September 27–October 17, 2021. This campaign ran on Instagram alone at a frequency cap of four times per week, and used Reels ads and ads in Instagram Stories and feed featuring the prominent influencers and creators involved in the fashion show.

The entire campaign ran globally, but the UK was a focus market for the company to reinforce the message that BOSS is more than just a suit brand. Measured by a brand lift study, the campaign achieved:

  • 6.4-point lift in favorability in the UK (brand lift study)
  • 1.6-point lift in preference in the UK (brand lift study)
  • 1600% increase in social engagement on the BOSS Instagram account over four days (This result was provided by HUGO BOSS for the campaign that ran in September 2021 and is not the result of a controlled study. Your results may vary.)
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