Asos Print, Case study #BESTNIGHTEVER by Carat London

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#BESTNIGHTEVER

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Industry Apparel, Clothing & Footwear, Clothing
Media Print, Magazine & Newspaper, Case study
Market United Kingdom
Agency Carat London
Service Agency Rehab
Released May 2013

Awards

Cannes Lions 2013
Media Lions Product & Service; Retail & E-Commerce, including Restaurants Silver

Credits & Description

Type of entry: Product & Service
Category: Retail and E-Commerce, including Restaurants
Advertiser: ASOS
Product/Service: WOMENSWEAR
Agency: CARAT London , UNITED KINGDOM

Marketing Director: Terri Westlake (ASOS)
Head Of Marketing Womenswear: Fiona Marshall (ASOS)
Womenswear Marketing Manager: Liz Le Breton (ASOS)
Marketing Executive: Joanna Pacey (ASOS)
Chief Innovation Officer: Michael Iskas (Carat)
Managing Partner: Fiona Lloyd (Carat)
Account Director: Victoria Gregory (Carat)
Digital Director: Liam Brennan (Carat)
Planning Director: Michael Rhodes (Carat)
Account Manager: Claire Thomas (Carat)
Account Executive: Hayley Burt (Carat)
Head Of Production: Adam Mcnichol (Rehab)
Chief Executive Officer: Emi Gal (Brainient)



Results and Effectiveness


The campaign drove more than £5m worth of sales in the US and UK. The UK registered its highest ROI to date (4.44) and US ASOS searches increased by more than 50% during the campaign period.
The #bestnightever campaign produced the strongest ASOS sales quarter in 2012– a 42% global growth in sales. This included a 34% growth in ASOS’s native UK, but also an astonishing 57% growth in US, their second biggest market and target for future business growth.



Creative Execution


Three music videos were created and used the latest technology to turn them into ‘ASOS shops’ across every digital platform.
Starlets, Azealia Banks and Ellie Goulding were selected, both of whom have followings on both sides of the Atlantic and had new singles to promote, and added model du jour Charlotte Free to the mix.
After identifying our audience online, overlay technology was applied that enabled them, with one click, to ‘add to basket’ the clothing and accessories featured within the video, in real time. This technology was activated not only on ASOS’s home page but also across every host platform, including YouTube and Spotify.

The talent involved in the campaign used their own social channels and networks to promote the videos. We created micro-targeted, cost-efficient campaigns across Facebook, Twitter and YouTube, with new creative supplied each week and tailored to audiences dependent on the previous week’s performance.



Insights, Strategy and the Idea


ASOS is one of the fastest growing online fashion retailers in the world. In December 2012, we were briefed by ASOS to deliver a media plan that could continue its impressive growth among UK and US young fashion-conscious women over the cluttered Christmas period. Focus groups and quantitative research revealed the socially active, fashion-conscious women were always looking for inspiration when it came to the Christmas party season. Our solution needed to take the shopping experience to them on their own terms. We needed to create content with talent that our audience admired, was inspired by and could identify with. This needed to compensate for our lack of in-store presence by turning video content into a shop window, allowing a seamless convergence of content and commerce.

We would use the latest technology to make buying an outfit as quick and easy as clicking ‘play’, to give our audience their #bestnightever.