Luxury brands are being praised a lot lately with regard to their approach with online marketing. Most luxury brands have shown the same high standards online as offline and at the same time have utilized the advanced technology with sense and without cheapening it. Jimmy Choo using Foursquare, Calvin Klein using QR codes, live streaming of fashion shows on Facebook tabs by Gucci, iPad apps and magazines and brilliant experiential websites by Chanel and Cartier to name a few are some good examples to prove the same. But for Hugo Boss it just did not stop here, they jumped in the 3D world before anyone else did to launch the “first 3D fashion show ever” to be streamed on Facebook , Website and Mobile.
3D can be very exciting if done well and if the content is interesting. FCUK, London launched 3D outdoor billboards in Oxford Circus, London last year outside their stores and people could see them by getting into the store, picking up the glasses and going out to see the billboards/window displays. Such a stunt raised footfalls in the store and created a lot of exciting buzz on the social networks. Hugo Boss has taken 3D to another level when their online audience have reached a decent number and worth spending billions to bring rich content to these users.
To create excitement of their 3D Boss Black Fashion Show Beijing they communicated using all the relevant and current online social trends like Instagram, Facebook, Twitter, iPad, Websites and even enewsletters. To make the viewing even special they allowed interested users to order special limited edition Hugo Boss branded 3D glasses to see the show online. Following is what I noticed was done well:-
Considering that Instagram is quite new for the brands and many of them are still not using it even though they know they should because they are not sure what value it will bring and how to actually approach it. But we have many brands who have the budgets, their targets and their teams in place to exploit Instagram. Hugo Boss being one of them, used Instagram, in a subtle and non-intruding way to reach their followers. How many times have we seen people exploding the stream with their updates and a brand doing so with irrelevant or dull pictures will certainly not take us more than a few seconds to unfollow them unless we decide to go back if a reward is attractive enough to take the news feed exploding pain.
Hugo Boss created a 3D effect for all their content online even the videos. For Instagram all the pictures from the day of announcing 3D fashion show were rendered in a 3D fashion as shown below. Some of them actually looked cool with 3D glasses and some not so appealing. But all in all, it intrigued the current and potential users with the buzz about the 3D fashion show. In terms of content the pictures were interesting and had an “insiders” theme to it creating even more interest and wait for the LIVE stream of the fashion show.
Hugo Boss Facebook page offered not only the gossip and insiders content like photos, updates and videos but also allowed Facebook fans to create their own 3D photos with a hallmark of 3D Hugo Boss in Chinese. The design and steps taken to create a picture were minimum and to-the-point. It did not distract the user at all and used Facebook functionality to make it easy and quick for users to create their picture with no hassles. The share functionality was properly optimized for Facebook showing a screenshot of the image user created and giving apt description for the same. A lot of times we see many brands being lazy about optimizing the share copy/content for whatever reasons and it is nice to see that Hugo Boss has made an effort to get all details on-brand and in the 3D campaign theme.
It does not just end here, there was a LIVE STREAMING on Facebook application and there were no unnecessary call-to-actions distracting the user. Hugo Boss skipped using a chat box for all users watching the show and decided to use that area to allow users to sign-up for more content following the show. This kind of makes sense for now since the 3D show was intriguing and could have generated a lot of comments but then at the same time it was not an extraordinary one as well, so I believe to avoid the embarrassment of having a low engagement on comments, why not get higher views and get the ones “actually” interested to sign-up for more news by the brand. There was also an option to view it in 2D for people who did not have the glasses.
Hugo Boss exploited Twitter features by using animated 3D Twitter profile picture and updating the look with relevant messaging on banners and background designs. What I like the most about the way they used both Twitter and Facebook is that all the 3D glasses which were mailed to users who signed up were definitely cool and got a lot of recognition online via tweets and Facebook updates. Hugo Boss posted all the pictures being tweeted by their followers on Facebook as a separate album and shared engaged people with what they were missing otherwise not being on Twitter. A lot of retweets were seen by Hugo Boss promoting the gossip, news and user content on their 3D Fashion show. They even used a hashtag for the event #hugobossfashionshow and encouraged Instagram and Twitter users to use the same for sharing content and aggregating it all over one place and shows just a few results but it is also because the hashtag was not well communicated from the beginning I guess. Might be one of those last minute decisions to use it I guess.
Overall I would rate 7/10 for their Twitter and Facebook efforts, they could have communicated the hashtag earlier on, maybe used Promoted Tweets and given some Hugo Boss limited edition 3D design merchandise away celebrating the same. I bet many people would have “bought” that.
On their YouTube channel Hugo Boss added a 3D flair by giving users an insight into the diary of “Miss Hugo Boss” and all the video content was in 3D. There were short clippings on the fashion journey to Beijing and was good to see how not only photos but even videos were transferred into a 3D effect for the show.
The website used Facebook and Twitter widgets below the LIVE STREAM box to let users share their thoughts on the show. There seems to be a low engagement here but then I’m sure many people watched the show and were not necessarily into making comments. How do you actually make a comment while using 3D glasses anyways, you can just watch the show and leave the rest to after the show is over.
The 3D glasses
I managed to sign-up on time to receive 3D glasses by mail in time and I swear I loved the entire package. I have always signed up for goodies and limited edition launches for brands including many luxury brands but this one so far has been quite special. Hugo Boss stuck to their luxury roots and their perfection for details. They could have just handed over basic glasses but they took time to brand it, created package with 3D effect to headlines, branded 3D black awesome glasses and even mentioned the local timings for top cities like New York, London, Beijing, Berlin, Los Angeles, Sydney and Tokyo.
To conclude, we can see how thought through the campaign was. I am sure it was supported by online banners as well but I did not really see any so no updates from me on that end. I really liked all the elements I got a chance to interact with and I hope we see more such campaigns from Hugo Boss and other top luxury brands, who can use the technology fashionably and create case studies and lessons for other brands to learn from. Even today we see many brands who do not consider the details and fail to deliver an overall great package but Hugo Boss has proved that details really count and can help to shape and add a positive effect to the overall theme and picture of a campaign as big as this.