Case Study: HUGO Boss’ Gen Z-focused label (hugo) boosts Gen Z engagement with Amplify’s Coachella content engine

HUGO Boss’ Gen Z-focused label boosts MIV to $2.91M in 6 days with Amplify

The customer, HUGO Boss’s Gen Z-focused label HUGO, faced a challenge in creating meaningful connections with its audience. For its major campaign at Coachella 2022, HUGO partnered with the vendor Amplify to create a brand experience that would gain significant cultural and social media notoriety by tapping into the power of live music and social content.

Amplify's solution was to create HUGO House, a content creation campaign that took over a hotel to provide a platform for Gen Z creators. The vendor orchestrated personalized VIP experiences for influencers and crafted episodic online content. The results were substantial, including 1.3 billion impressions, 22.8 million engagements, a 50.3% engagement rate, and a media impact value of $2.91 million, which was twice that of the brand's previous global refresh.