The Tab
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ASOS Trends

 
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Celebrating the latest campus trends with ASOS

 
 

THE CHALLENGE

Raise awareness of ASOS, encouraging validations of their newest ranges for 2018

THE STUDENT INSIGHT

The turn of the new year is always the time for fresh commitments for students - none more so than the clothes they wear, with the style they adorned last year going out of fashion very quickly

THE BIG IDEA

So we reached out to ASOS to help students update their wardrobe for 2018, creating two premium, engaging stories featuring recommendations from ASOS stylists and editors. Our first story focussed on the essential 2017 updates, and the second detailed save/splurge options based on upcoming trends. 

Mirroring ASOS's own look (clean, high res, white), our creative team executed the whole campaign - using student models, student make up artists and student photographers, delivering both campaigns in our premium Custom Branded Story format. Against each of the looks we included links for every item of clothing, in turn encouraging purchase consideration

THE RESULTS

  • In total there were over 75,000 views of the stories, and close to 1,000 engagements across social media (likes, shares, comments)

  • The campaign also delivered against ASOS's key metric, driving direct sales through of featured clothing through the stories

OUR BRAND UPLIFT SURVEY

To provide evidence that the campaign was effective for driving positive sentiments for ASOS we introduced our Brand Uplift Survey, targeting an exposed group of users with three questions about the brand/sector and measuring against a control group. The results showed positive lifts for awareness, consideration and intent: