HUGO BOSS was looking for a female and a male catwalk model for BOSS Black Fashion Show Berlin. Everybody could apply exclusively on Facebook. 2 candidates were selected via user voting and 8 were selected through the jury into the castings. Arrival of the winners, the live casting and the jury's decision was documented on a video-photo-blog. The final two winners presented together with international top modelsthe catwalk collection from BOSS Black, which was live stream on the web.
Within the 5-week campaign period we generated:
over 2,500 applications
over 81,000 votes
Tripling the number of hits on the HUGO BOSS Fanpage (240,000 page views)
over 35,000 new fans on the HUGO BOSS Facebook Page
The coverage in the international media and blogs was overwhelming and increased the median
value for the factor of 10.
"The HUGO BOSS Runway Model Contest is the first good German action on Facebook."
Sheryl Sandberg (Chief Operating Officer Facebook)
Agency: Werbewelt AG
Creative Director: Tobias Ulmer, Bastian Pristl
Project Management: Andrea Gohl
Key Account: Sven Sulzer