ASOS

Integral to the fashion brand’s success is that it doesn’t try to be everything to everyone. ASOS know their customers inside out and by studying their behavioural and purchasing patterns has designed a consistent, targeted strategy with real cut-through. Adapting and updating its marketing to reflect the needs of its ‘fashion-loving 20-something’ demographic, ASOS has become a market leader and voice of influence within the industry. If a millennial audience are likely to attend a music festival, ASOS will establish a presence on site. If there is another popular cultural event relevant to that consumer group, ASOS will undoubtedly be talking about it. By making smart, simple strategic moves, it has ensured premium visibility amongst core consumers where they naturally want to be, rather than trying to bring them elsewhere. ASOS know its customers are socio-politically-minded people, concerned about the environment and issues surrounding inclusivity and diversity. The establishment of their youth project: The ASOS Foundation, and their online Eco-Edit further cater for this philanthropic demand.

A key component of ASOS’ success is the ASOS Insiders programme. ASOS Insiders breaks the mould of influencer marketing, shifting the goal posts for other brands. Whilst some brands have focused efforts on sponsored posts, the e-commerce giant has created a network of sponsored influencer accounts. ASOS employs a squad of stylish, international brand champions to engage with the brand, creating their own original content that promotes the product. Predominantly micro-influencers with under 10K followers, ASOS Insiders are a veritable army of new creatives in their 20s, who advertise ASOS merchandise on their channels, giving their followers styling tips, outfit inspo and recommendations.

The initiative takes a multi-channel approach, with participants singing their praises across Instagram, Pinterest, Youtube and Snapchat. The creative genius of it all, is that each Insider has their own individual style, putting a personal spin on ASOS products to inspire shoppers. More of a secret fashion find rather than traditional, in-your-face advertising; content is positioned as inspiration, showing shoppers how they can recreate their aesthetic and lifestyles with ASOS stock

By interacting with fashion and lifestyle influencers equipped with built-in communities, ASOS is effectively building a natural, organic brand affinity and widening its overall reach without breaking the bank on flashy ad campaigns. ASOS Insiders is a great example of brand marketers playing the long game, prioritising long-term engagement tactics that provoke advocacy over time, building them a reputation for authenticity.

User journey is made as easy as possible, with posts including searchable product codes in the caption and by each Insider having a shoppable ASOS.com profile, which is linked in bio. Everything is geared to purchase – even Pinterest posts include a direct, trackable click-to-buy.

Customers wanting to get involved with the programme are lining up to audition to be a brand ambassador by spreading word-of-mouth recommendations to their peers in the hope of being accepted to the programme. This, along with calls for inclusivity, led to the birth of #ASSEENONME.

As Seen on Me is a hashtag initiative that started out as an online brand channel that linked customer-generated visual content to e-commerce, via a shoppable gallery. Still used primarily on Instagram, users post photos of their ASOS street style in the hope of being noticed and reposted by the brand. The utilisation of UGC strategy allows ASOS to fill up its feed, engage customers and secure free advertising.

ASOS’ social media strategy is proving a winning one. With 7.6m followers on Instagram in the UK, 1.04m on Twitter and nearly 6m on Facebook, its digital network is strong. In terms of impact on the wider business, as of June 2018, the brand has 18m active customers and between February and June 2018, this number increased by 20%, while ASOS’ websites recorded 180m visits during the month of June. According to their most recent half year report, total retail orders have increased in all territories.

As audiences turn their backs on traditional forms of advertising, ASOS’s social approach exemplifies forward-thinking influencer strategy, and has set the standard for 360-degree digital marketing.