ASOS FASHION

CASE STUDY SUMMARIES:

(1) ASOS MENSWEAR

Problem:

Young people consider asos menswear's own brand as a cheap, low quality, ‘supermarket’ brand.

Strategy:

To shift this negative perception and position asos as a credible, exciting youth brand, we evolved our content strategy — moving from generic, product-centric storytelling to culturally relevant, emotionally resonant narratives.

By tapping into the evolving codes of masculinity in the UK and beyond, we reimagined asos menswear as a youth fashion brand that celebrates men who break free from convention to live their stories. 

Creative work:

We developed a rich media, multi-platform content plan that would bring to life this new brand platform 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

Problem:

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. 

Strategy:

Playing a role in one of the most meaningful and emotional moments in a woman’s life — her wedding — was a golden opportunity for asos to build a deeper bond with its audience and earn a place in their fashion repertoire. So we leveraged the unique strengths of each social platform to tell the story of the asos Bridal collection — showcasing both its fashion credibility and emotional resonance.

Creative work:

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.