Case Study: HUGO BOSS Group achieves global marketing alignment and consistent customer experience with Seismic (Percolate)

Improves marketing alignment and customer experience

HUGO BOSS Group, the Metzingen-based global apparel company, faced fragmented marketing operations with 28 communications departments using disparate tools and Excel spreadsheets, which produced inconsistent customer experiences, touchpoint complexity and asset-management headaches (roughly 6,000 campaign images per season). To address this, HUGO BOSS partnered with Seismic and implemented Percolate by Seismic to centralize campaign planning and deliver a consistent customer experience across brands and geographies.

Seismic customized Percolate by Seismic for HUGO BOSS’s branding and campaign structure, centralized assets and metadata, and provided a shared calendar, brief and approval workflows plus social publishing. The platform was rapidly adopted—growing from 2 to 30 departments in 3–6 months and rolling out to 25 markets within nine months—and now supports 100+ fully integrated global campaigns while reducing redundant meetings and approval times. Seismic’s solution increased transparency and agility (HUGO BOSS was able to pivot its entire marketing plan in weeks rather than months during COVID), improved asset control, and aligned global teams around consistent messaging.

HUGO BOSS Group

Richard Breaux

Head of Strategic Brand Marketing