ASOS FASHION

CASE STUDY SUMMARIES:

(1) ASOS MENSWEAR

Young people consider asos menswear's own brand as a cheap, low quality, ‘supermarket’ brand. To shift this negative perception and turn asos into a credible and exciting youth brand we evolved our content strategy, from telling generic product-centric stories to culturally relevant and emotive stories.

Tapping into the changing codes for masculinity in the UK and Western countries more generally, we turned asos menswear into a youth fashion brand celebrating men who broke free from fashion conventions to live their stories. We developed a rich media, multi-platform content plan that would bring to life this new positioning and make asos an essential part of men’s fashion repertoire.

• Campaigns & partnerships: Across Instagram, YouTube, Snapchat & facebook, asos would showcase inspirational yet relatable real-life stories about influential people writing their own stories across a range of passion points. asos would also partner with the media platform Vice iD to co-create content, amplify its reach, and elevate brand perception.

• Owned Media Platforms: asos would establish its new vision for menswear; i.e. why asos believe that men should live their story and what it entailed.

• Loyalty program: asos would share its process to discover creative talents amongst its loyal customers; talents who would be living their stories through fashion and other exciting passion points.

(2) ASOS BRIDAL

As part of asos's efforts to revamp its image as a credible and exciting fashion brand for 20s-somethings, the brief was to drive awareness and trial of asos womenswear's new bridal collection. The perception of asos was that it was good for basics not for occasion wear, and especially not for a wedding. 

Playing a part in one of the most important and emotional events of a woman’s life - her wedding - would represent a golden opportunity for asos to create a special bond with its audience and become part of its fashion repertoire. Our approach was to harness the strengths of the different social channels our audience was using daily to tell the story of the asos bridal collection, asserting both its fashion credentials and emotional depth.

Our campaign leveraged visual platforms like Snapchat, Instagram, and Pinterest which would showcase the creativity and uniqueness of the asos bridal collection:

• Snapchat: Leveraging the popular unboxing meme, we un-boxed our newly created wedding dress and provided a sneak peek into the asos bridal bespoke packaging, adding to the excitement and prestige of the collection. To shed a light on the effort that went into the collection design, we gave an exclusive behind-the-scenes look into the process from concept to the final product. In a few days, with very limited media, we generated 32k views, with 28k watching until the end and 100+ screen grabs taken during the whole Snapchat. This was one of the most successful Snapchat initiatives of the department.

• Instagram: We showcased how visually exciting the collection was, emphasising the craftsmanship that went into the collection through product details and quotes from the asos Head of Womenswear. Our bridal launch post reached 42k organic likes (surpassing our campaign benchmark of 32k).

• Pinterest and Tumblr: We emphasised the product details using the bridal look book imagery and accentuated the product details through GIF animations and meticulous copy. 

• Twitter: We highlighted the newness of the bridal collection, focusing on the art and finesse that went into the design.   

Note: I was Senior Brand Strategist at asos, reporting to the Head of Brand Marketing and working together with Product Marketing, Fashion Design, Creative and Production specialists.