Boss launches holiday hashtag challenge on TikTok

By

Sandra Halliday

Published
Dec 9, 2020

As retailers and brands face a Christmas season like no other, Hugo Boss’s youthful Boss brand has embraced social media and created a hashtag challenge #MerryBOSSmas on TikTok.

It said it’s “celebrating joy, creativity and optimism”, with the challenge using the uniqueness of the brand’s campaign to increase community engagement, “offering an inspiring playground for users to celebrate in”. 

It comes after the brand only launched its TikTok channel in May, after which it built up more than a quarter of a million followers, many of whom first discovered the account through the #SuitChallenge, a series of viral videos starring Chris Hemsworth, among others. Other strong campaigns have followed.

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With these successes under its belt, it makes sense to expand its approach for the key shopping season.

Lüder Fromm, Director of Global Marketing and Brand Communications at Hugo Boss said: “TikTok allows us to target a younger audience and make more playful, engaging and authentic content along with some of the top creators on the platform. The hashtag challenge demonstrates the edge we can bring to this channel: vibrant content augmented with unique Boss touches. The global challenges in 2020 offered space for innovation and video content has only become more relevant. Our aim is to bring fashion to the TikTok community in creative ways and introduce them to our brand.”

So what will consumers find on TikTok? The company said users “can immerse themselves in the Boss Christmas world”, creating content full of illustrations by New York-based illustrator and artist Justin Teodoro. The stars, hearts and other graphic elements he has created form a key part of the brand’s holiday campaign this year.

The challenge is running in four key markets, Germany, the UK, US and Canada, and sees TikTok users taking on the role of mannequin, showing different Boss looks with branded effects.

There’s also a dedicated Boss song interpreted by former X factor contestant Fleur East and popular TikTok creators such as Stephen and Allison Boss, Brittany Xavier, Bryanboy and Leonie Hanne will taking part.