2013 winner: ASOS, Social media/Best leading edge thinking - case study

The WW ASOS Christmas campaign had to help deliver *£X UK sales 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.

By shifting our approach to social media from a broadcast model towards a social currency model the campaign sought to create a new, totally integrated approach to social media – giving our audience music videos, celebrity interviews and advice, styling tips, games, offers and edits to help make their #BestNightEver. This content lived and breathed on social with over 15 activations tailored to the most relevant platforms – letting our 20-something girls discover, discuss and share content however and whenever they wanted.

The campaign achieved its objectives delivering 5.6million positive acts of engagement across our social platforms and increasing our social audiences by 12% in 8 weeks.

#BestNightEver success

Social also delivered *£X sales during the campaign, representing a *£X increase versus the yearly 8 week average. The success of social in delivering deeper brand engagement and driving advocacy amongst our 20something target audience meant the campaign as a whole was also tremendously successful, with UK traffic *X% during Nov and Dec vs LY and UK peak trading sales beating target by *X%, enabling us to report +34% YOY UK growth to the City despite the fact that there had been relatively static growth during 2011 and the first half of the year (ASOS plc Trading Report 31st December 2012).

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