ADVERTISING CAMPAIGN 2014.

IN ASSOCIATION WITH D&AD Brief 2014

COPYRIGHT © all rights reserved. by Melissa Mensah

THE BRIEF.

RESEARCH

IN ASSOCIATION WITH D&AD Brief 2014

RESEARCH.• 3RD POPULAR PURE PLAYER FOR

BUYING CLOTHES

• CONSUMER BASE [16-24 YEAR OLDS] 3 in 10 ONLINE SHOPPERS IN

THIS AGE GROUP SHOP AT ASOS. SECONDARY AUDIENCE [24-34

YEAR OLDS]

• POPULAR AMOUNG LONDERS • ASOS LINKED TO DESCRIPTIONS SUCH

AS CUTTING EDGE & TRENDY

• 63% SALES COME OUTSIDE THE UK – GLOBAL BRAND!

• 3 IN 10 [16-24s] PURCHASING FROM THE SITE. MINTEL SAYS

• MORE FEMALE CONSUMERS

PSYCHOGRAPHICS.

TARGET AUDIENCE:REFORMERS EXPLORERS ASPIRERS

SECONDARY AUDIENCE:

SUCCEEDERS

DEMOGRAPHICS.

TARGET AUDIENCE:

C2 , D and E scale

SECONDARY AUDIENCE:

A?, B and C1

The average ASOS Consumer.

• Female • 18-24 years

old• Student/

Part time/Casual

Worker• Fashion

forward • UK/Londoner

So

what’s next after street

style?IN ASSOCIATION WITH D&AD Brief 2014

[pronounced my AY S.O.S]

NEW APP FEATURE

A speedy fashion finder locating similar ASOS

items through a photograph or voice

command

Want an effective way to find items quickly?

My ASOS fashion aid

CAMPAIGN STRATERGY

IN ASSOCIATION WITH D&AD Brief 2014

Campaign Strategy

• Interactive twitter campaign #myASOS

• Facebook poster uploads• Instagram YouTube teaser (short

snippets)

Campaign Strategy

• Youtube in stream ad

Campaign Strategy

• Live stream from website

NEW APP FEATURE

UPDATE NOW AVAILABLE

BUDGETING

IN ASSOCIATION WITH D&AD Brief 2014

Why an app feature?

• Its cost effective• ASOS currently has an app

• Loophole• The next best thing for businesses

Why online advertisements?

• Direct link to our target consumers• According to research 20 something's

are social network ‘addicts’• Money saver

Online Poster Costs

• Why?! • Exploiting 3 main social media

platforms• Cost effective Estimated cost:

£239 - £1,075

YouTube Video

• Bloggers are chosen from campaign 1 competition

• YouTube 30 second advertisement before blogging fashion videos –

compulsory to watch • Effective

Estimated cost: £159.70p/hr

Creation of ASOS APP Feature

• 2 core features• Camera

• Voice command• Database driven custom

functionality• The creator• Hourly Rate

Live stream

• Celebrity EndorsementAshley Madekee

• Effective

Estimated cost: £1,395.44

TOTAL EST. COST

IN ASSOCIATION WITH D&AD Brief 2014

£3,396.94

APP DEMO VIDEO

IN ASSOCIATION WITH D&AD Brief 2014

THANK YOU FOR WATCHING

IN ASSOCIATION WITH D&AD Brief 2014