amongst Gen Z - leveraging Coachella as the vehicle to do so
A multi-channel content engine that breaks the format of typical festival activations and doesn't even show up at the festival
RELEVANT LINKS: Case study film: [click here] Teaser film [click here]
Kickstart the global social conversation about HUGO to drive brand awareness amongst Gen Z
Despite having a huge impact online, the brand was struggling to connect with Gen Z in a meaningful way.
HUGO needed to act fast.
HUGO decided to kickstart their major campaign to differentiate HUGO away from the more mature BOSS brand to drive brand notoriety in culture and social media.
HUGO chose Coachella Festival as the vehicle to do so, because it's one of the most well-known global festivals in the world and is a space where music and style are of equal value.
Elevate HUGO
brand recognition
KPI: Organic impressions 12.2m+
Create a content-engine that amplifies the brand experience and drives online virality
KPI: Increase social media follows by 1% and achieve 1 billion impressions and 20m+ engagements
Drive social conversation online and become cultural currency with the target audience
KPI: $1M Media Impact Value and 15%+ increase in online conversations
How could our complete brand refresh cut through at Coachella?
Coachella was returning after a two-year hiatus.
Brands were scrambling to be seen and heard after missing out for a few years. Spaces on site were limited and brands needed to shout louder and louder to be noticed.
But this was an important moment for HUGO, they couldn’t afford to be lost amongst the crowd.
A platform to kick off HUGO’s connection in culture. HUGO House was built for lifestyle storytelling and a space where Gen Z creators could create authentic brand content that inspires and entertains their peers.
Hugo House was a TikTok content engine that celebrated the return of Coachella and brought HUGO to life for a brand new audience.
Taking over Soho House in Palm Springs, Hugo House, became a destination for Gen Z creators to relax and reset outside of Coachella.
Six Gen Z creators were invited to stay at HUGO House during the first weekend of Coachella. A VIP experience from the moment they touched down in Los Angeles all the way through to their departure four days later.
Over the weekend, creators like Markell Washington, Chloe Cherry from Euphoria and Benjo Kroll descended on the house, ready for a weekend of fun and style.
HUGO House was the brand’s most extensive social-first live experience ever.
Daily episodic content was created to give the house a narrative and a Big Brother-style feel. Stories were crafted to keep HUGO’s audiences engaged and wanting to know more.
The content showcased influencers and creators enjoying the space and being styled by our HUGO fashionistas. HUGO mantras were peppered throughout to ensure that audiences from around the world re-evaluated HUGO’s brand refresh.
The ‘HUGO’ swimming pool was the centrepiece of the space, emblazoned with the logo on the pool floor, the creators made playful content as they relaxed and cooled down in the desert heat.
A welcome that the creators couldn’t help but share on social media.
A 20-metre LED wall and hallway greeted the guests, cycling through elements of content that tied Hugo’s rebrand and the Coachella festival together.
A styling space allowed our creators to dress in the latest Hugo apparel, footwear and eyewear.
Personalised rooms gave the guests a space to unwind
Luxury shuttles transported Creators between parties and places.
A 24-hour chef provided a VIP personalised experience that creators don’t usually get at Coachella
AVANI
Follower IG: 18.8M
Followers TT: 40.8M
Estimated Impressions TT: 17.2M
NICKY CHAMPA
Follower IG: 890K
Followers TT: 12M
Estimated Impressions TT: 1.17M
HERO F. TIFFIN
Follower IG: 7.6M
Followers TT: 14.7M
Follower IG: 1.67M
Followers TT: 11.9M
Estimated Impressions TT: 26M
Follower IG: 1.23M
Followers TT: 1.8M
Estimated Impressions TT: 23.2M
1. Elevate HUGO brand recognition
2. Create a content-engine that amplifies the brand experience and drives online virality
15x
HUGO House as a creator hub secured 15 times more organic estimated impressions compared to the HUGO brand refresh
1.53%
Increase in Social Media Followers
183m
HUGO House generated an estimated 183m organic impressions compared to the HUGO brand refresh that launched in January (12.2m)
Social Media Impressions 1.3bn
22.8m
Social Media Engagements. Thanks to the virality of the content creators on TikTiok and Instagram, HUGO managed to reach the very high results of 50.3% Engagement Rate
3. Drive social conversation online and become cultural currency
Increase in online conversations
2x
19% the media impact value of the global Hugo brand refresh that launched earlier in 2022.
$2.91M
generated in 6 days. Compared to the HUGO brand refresh, which generated $1.66M MIV - an evolution of +75%
KICKSTART THE GLOBAL SOCIAL CONVERSATION BY LEVERAGING COACHELLA AS THE VEHICLE TO DO SO… COMPLETED.
