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We created innovative ways to let our audience engage with the campaign, equipping them with the added social currency of being a digital pioneer turning innovation and the advocacy it generates into an integral part of the ASOS experience.
Our number 1 world first was a series of Shopalong Google hangouts with Charlotte Free and Azealia Banks where they were remotely interviewed from their bedrooms by industry taste-makers, fashion bloggers and our audience
on social. Since the hangouts started momentum has grown having seen a +272% increase in views to date with the last hangout generating £14k in just one hour.
Our second world first was an in-video ‘Want it, Pin it’ button. The button sat in-screen on the Christmas collection interactive music videos and allowed viewers to pin scenes straight to their Pinterest boards, enabling them to share content
and enter a competition to win the collection. Over 28k images were pinned to the channel throughout the campaign (35x higher than our previous re-pinned content).
Our third world first took place over on Facebook, where we built Party Photobooth; an innovative app that let 20somethings generate a totally unique Facebook cover photo using
pictures from their #BestNightEver – adding value to their social experience. The app was used over 1.8k times by 20somethings across the globe.
In addition to the above, we asked our audience to use #BestNightEver to send in pictures of their nights out from all over the world. The ASOS Global Party Feed on Facebook pulled in these images celebrating their fashion and hero’ing their big nights out with over 150k photos shared in the first
3 weeks. In an innovative twist, we incorporated a live trend feed direct from ASOS which, based on a number of data sources, gathered the most fashion forward product from each country’s fashion capital.
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