Over 200 influencers are at the centre of the communications programme, each with differing passions and interests. Fashion influencers with popularity provide the reach to generate audience awareness, whilst those with authority create a groundswell of highly-regarded recommendation. Tailoring the offers, competitions and communications creates valuable relationships allowing for continued dialogue and ultimately further reach and exposure for ASOS.
Social media focused on the new ASOS menswear range called Untitled, building on the concept that men are interested by limited edition items. With a collection of exclusives or hard-to-find items, the challenge was to maximise the credibility of the campaign whilst gaining the most reach; increasing both brand awareness and website visits.