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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