HUGO

The Objective

HUGO is world renowned for high-end men and women’s fashion and no stranger to using the latest trends to make its pieces pop. And it did just that with its objective on TikTok, seeking to reach a Gen Z audience and drive both product and brand appeal through engaging content the community was sure to love.

The Solution

HUGO used a Branded Hashtag Challenge and our all new Branded Mission to achieve its objective in Germany. It created the campaign #HowDoYouHUGO, asking the community to bring their power, their energy and whole self by dancing to a new choreographed routine set to Big Matthew’s ‘Body Movin’ track. A challenge sure to set the feeds on fire with creativity.

It worked with high-profile Creators to launch the new dance routine, dressed head to toe in HUGO gear, with creative scenes and mirror effects throughout. On top of this, HUGO became the first brand in Germany to use TikTok's latest innovation, Branded Mission - an industry-first 3-in-1 ad solution.

Branded Mission gives advertisers the opportunity to crowdsource authentic content from our creator community and the power to control their campaign by selecting top-performing videos to boost as ads. Campaign performance is supercharged while boosted creators are rewarded with video views and cash. This incentivised the TikTok community to join the #HowDoYouHUGO challenge with great results to show.

A suite of additional ads boost exposure to the challenge, with HUGO using a TopView and In-Feed Ads.

The Results

Overall, the campaign delivered a 17% increase in relevant video views. Most of all though, it achieved a whopping 21.2% increase in ad recall, as well as a 7.4% increase in brand awareness. It shows just how far and wide it reached the community and how much it took note.

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