ASOS x BlackDigital Marketing Strategy

Winter 2013

Wei-Ting Su

ASOS x BLACK

1.Target audience

• 18- 34 year-old female and male• Aware of fashion and style

2.Tools & Tactics

• Facebook• Twitter• Pinterest• Instagram• Google AdWords• Mobile app

2.Tools & Tactics1. Facebook

• At least 3 posts should be generated everyday

I. Daily black and white outfitsII. Promotions for Pinterest contests and the

mobile app.III. Style suggestions from bloggers, stylists,

magazine editors

2.Tools & Tactics

2.Twitter

• Generate 7 posts everydayI. Monitor keyword searchII. Target consumers by using hashtagsIII. Respond and interactIV. Bring new followers

2.Tools & Tactics

3. Pinterest

• Hold a Pinterest contest and encourage consumers to pin their favorite black and white items through ASOS website

2.Tools & Tactics

3. Pinterest

• Add “ASOS x Black” pin board to the ASOS Pinterest page

• Share black items and outfits regularly on the pin board

2.Tools & Tactics

4. Instagram

#asosxblack2013#blackoutfit#blacknwhite#asos2013

2.Tools & Tactics5. Google AdWords

Step 1: 12/1- 12/15 30 Ads try-out

Step 2: 12/16 Campaign starts

What to wear for winter?www.asos.comGet your daily fix and freshest style.

ASOSx Black 2013www.asos.comCheck out ASOS winter colloection! Winter sale!

2.Tools & Tactics

6. Mobile app

• ASOS virtual closet app• Featured with the function of

online shopping, virtual mix and match, and daily style recommendation

3.Key Performance Indicator

• Google Analytics• Keep track of the sales and

revenue• New keywords

4.Budget($5,000+$45,000*3 (months)= $150,000

1. Agency Service Charge: $5,000/ month

• Comprehensive digital marketing strategy

• Generate posts• Holding Pinterest contests• Monitoring social media

accounts

2.Google Adwords:$45,000/ month

15* $1(cost per click)* 100 (minimum clicks)= $ 1,500/ day

5.Summary

Inform, inspire, and Involve

• Utilize the existing social media tools thoroughly• Continue enhancing brand image• Keep informing consumers “what’s new” and further

get consumers involved in ASOS community