Submitted by Tanke - Creative Influencer MarketingAgency IPI Score 16/100

The night belongs to us: Hugo Boss The Scent Intense with Nocibé

Influencer Marketing

Tanke built an influence strategy for Hugo Boss around a taxi-set seduction film for The Scent Intense, reaching a stated audience of more than 240K followers.

240KFollowers reach
8content pieces
8contenus créés
2influencers

Case in 60 seconds

Hugo Boss was launching The Scent Intense for him and for her nationally with Nocibé holding sole distribution of the women's fragrance, so the partnership itself needed to be made visible rather than stated.

The campaign appears to turn on the idea that seduction is more believable when it is played by a couple who are actually together, because a real relationship carries a charge that casting two strangers on a shoot cannot manufacture.

A video capsule called The night belongs to us, built so the man carries the characteristics of The Scent man, brilliant and a master in the art of seduction, with the encounter itself doing the product's work.

Two influencers, unknown on screen and in love in life, each hail a taxi and end up in the same car for a game of seduction, filmed against one hundred taxis in five major French cities branded Nocibé x The Scent, with Nicolas and Coline each posting the video to Instagram afterwards.

Tanke reports a followers reach of more than 240 K and 39 k organic views from 2 influencers and 8 content pieces, with no engagement, sales or distribution figure published alongside them.

Strategy Breakdown

Fragrance launches sell an intangible characteristic, and the page frames The Scent man through seduction and magnetic charm, so the work had to dramatise a trait rather than demonstrate a product.
Hugo Boss placed its own launch story inside its distributor's territory, with Nocibé named on one hundred branded taxis, so the brand's role reads as making an exclusivity arrangement legible to consumers rather than just to trade.
Based on the available evidence, the mechanic of two people hailing separate taxis and landing in the same car turns a routine city journey into a chance meeting, which suggests the audience was expected to read the scene as plausible before it read as advertising.

Creative & Execution System

Assets & channels

  • Instagram
  • backstage photos
  • branded taxis
  • video

Partners

  • Tanke

Creator role

  • Coline — creator
  • Nicolas — creator
  • 2 influencers
  • 2 influenceurs

Results & Evidence

MetricValue
Followers Reach> 240K Followers reach
Content Pieces8 content pieces
Contenus CrééS8 contenus créés
Influencers2 influencers
Influenceurs2 influenceurs
Organic Views39k organic views
Vues Organiques39k vues organiques

Why Tanke's strategy worked

  1. 1

    Casting on relationship rather than reach lets a seduction story be performed instead of acted, which matters where the fragrance proposition is a character trait rather than a product feature.

  2. 2

    Branding one hundred taxis across five cities gives the film a physical setting that also works as media, so the distributor's exclusivity is dramatised inside the story rather than appended to it as a retail line.

  3. 3

    Two creators producing 8 content pieces against a reported 240 K followers reach suggests a strategy built on depth of narrative per creator rather than on breadth of roster.

Related Case studies