2013 award winner: ASOS, Content Marketing/Best Leading Edge Thinking

2013 winner: ASOS, content & thinking

The WW ASOS Christmas campaign had to help deliver £XM UK sales (confidential) whilst deepening brand engagement with fashion-loving 20something girls and driving advocacy.

It also needed to launch the Christmas party wear collection and deliver promotional sales.

The campaign had to be content led – giving our audience music videos, celebrity interviews and advice, styling tips, games, competitions, apps and promotions that would help make their #BestNightEver. By creating content that inspired them, making them interact and share, we could deepen their engagement with the brand and increase their likelihood to shop with us.

It was crucial we listened to our audience and got the tone of our activity right, seeking to be as relevant, helpful, innovative and surprising as possible to ensure we felt like a credible part of their party preparation over the festive season and maintaining their interest throughout the 8 weeks.

Christmas success

The campaign achieved its objectives delivering 5.6million positive acts of engagement with campaign content. The content and the advocacy it generated also delivered our most successful Christmas to date with +X% increase (confidential information) in UK traffic across Nov and Dec , importantly, the nature of the content also delivered the right type of traffic and sales with an increase in conversion and a remarkable fit between our actual customer profile and the target audience we sought to engage.

This helped beat our peak trading sales target by +X%, (confidential information) enabling us to report +34% YOY UK growth to the City in January, despite static growth throughout the first half of the year (ASOS plc Trading  Report 31st December 2012.

Judges' comments


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