New ASOS campaign targets UK, France and US

By

Sandra Halliday

Published
Oct 6, 2021

ASOS has launched a new multi-territory advertising campaign in three key markets with the three-month campaign reaching out to its core 20-something female target market in the UK, France and the US.

The “seven-figure” campaign is “smartly planned, targeted and timed” and will run across video-on-demand (VOD), social and programmatic channels in those countries.

The company said that airing via VOD and social channels offers a “renewed interpretation of the ASOS’s founding ‘As Seen On Screen’ idea of fashion inspiration and access is brought to life transitioning between the phones of the talent featured in the creative, including up-and-coming musician Sasha Keable, philanthropist Eva Apio and activist Gabrielle Richardson, aka Frida Cash Flow”.

The content itself was co-created by these influencers, all of them submitting self-filmed footage for inclusion in the 150+ social assets “and tailored to how ASOS’s customers discover fashion inspiration on each of these platforms”.

It was all developed by ASOS Creative Lab, The Sunshine Company, Byte London, Good Culture and Smuggler Productions and centres on an “evocative” ad directed by Ricky Saiz. 

This “shows style lives being lived in different contexts and countries, from behind the scenes, out on the streets and spaces in between. Celebrating how fashion inspiration comes from everywhere, it reaffirms ASOS as relevant and inspirational during the key peak shopping period”.