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©2012 asos.com Ltd




digital strategy
current market
• ASOS.com is a UK largest online
  fashion and beauty store
• Brand Awareness is limited to
  those who shop often online and
  are actively engaged in the
  fashion world
• ASOS currently targets males and
  females in the 16-34 year old age
  range
• brand is more well known in the
  U.K. and Europe ranks 37th* in USA
  for average daily visitors but is 3rd*
  Globally
• The United States can only shop
  ASOS online
• Online fashion sales are on the rise
   *[for a fashion website]
campaign
       The campaign will run for 9 weeks
         October 29th- December 31st
Market ASOS Holiday related items from LBD’s to
            holiday accessories

 3 Fashion NEW fashion look books featuring
 different ways to SPARKLE this Holiday season



                                        Spice up your LBD


                                    Bejewel Your Holiday


                                             POP this NYE
target market
• Females aged 18-34
• Digitally Connected
• Disposable Income
• Fashion Forward
• Trendy
• Located in the U.S.
• Primary- Urban &
  Suburban Areas
• Secondary- Rural
  Areas
KPI
                                                                       Increase US
                                                                       consumer sales
                                          Increase traffic to          by .62%* during
                                          the ASOS website             campaign
                                          and ASOS digital
                                          sites by .62%*
                 Increase U.S.            during campaign
                 consumer sales



Increase brand
awareness and
consumer
traffic to the
U.S. ASOS
website
                 * [number comes from the percentage of target market that utilize digital media- 3.6%]
                 * [this 3.6% is then altered to fit our 9 week campaign]
social media
                 twitter & instagram
             giveaway winner posting
post 1 holiday item featured in lookbooks per day
     post 2 times per week about campaign

                      facebook
             giveaway winner posting
post about asos sales involving campaign products
  feature 1 holiday items from lookbooks per day

                      pintrest
 create Add some SPARKLE to your Season board
       upload each featured holiday item
                         &
           link to website to drive sales
       monitor pins and giveaway winners
asos blog & website
    blog features
     campaign                    POP this NYE with asos
campaign clothing &
                         Bright colors and clean lines
 accessories some
                            will help anyone POP this
  prices & links to        NYE. These are a few looks
     purchase              from some our our favorite
                            celebs. These red carpet
                          looks can make for perfect
get the look- how to     NYE outfits. Whether a shorts,
get these street looks       crop top combo or the
      from asos                  perfect mini dress.
                                                          
Get it how? Five of the best: ASOS
                                                          Metallic Super Skinny Metal Keeper Belt,
                         Your favorite celebrities are    WAS £6 NOW £4.50
ASOS Skirt in Metallic
  post blog link on                                       Leather, WAS £75 NOW £56
French
                          ready to POP the NYE, are       Connection Shell Top In Metallic Leopard
   social media           you? Visit asos.com to find
                                                          Print, £87
ASOS Mini Skirt in Metallic Leather,
                                                          £60
ASOS PETITE Exclusive Rose Gold
                                                          Leather Trousers, £120
                          these looks or pick one [or
feature each weeks       more] of our top 5 products
                         to make this look your own.
giveaway winners on                                             By: Courtney Dobbs
  blog with pictures
googleadwords
         &
      keywords

 sparkle
 season        AD KEYWORDS   urban outfitters
 spice                       lulus
 Lbd                         Topshop
 holiday                     Rent the runway
 pop                         American apparel
                COMPETITOR
 nye            KEYWORDS     Forever21
 accessories                 H&M
giveaways
                     Instagram & Twitter Giveaways
1. Post a picture to your Instagram or Twitter of your must have accessories to
   complete your ASOS holiday look for a chance to win a $25 gift card
       1 winner per week- valid October 29th- December 17th

2. Post a picture to your Instagram or Twitter of you in your ASOS holiday attire
   for a chance to win a $50 gift card to ASOS
         5 winners for best look- valid December 17th-24th


3. Post a picture to your Instagram or Twitter of your ASOS NYE outfit for a
    chance to win a $50 gift card to ASOS – 5 winners for best looks
         5 winners for best look- runs December 24th-31st


                              Pintrest Giveaway
1. Pin your favorite ASOS holiday looks and accessories for a chance to win a
   $25 gift card
         1 winner per week- valid October 29th- December 17th
budget                Campaign Budget
                        $6000/$10000
@150/250 per hr
                      Giveaway Budget
                           $850

                      Social Media Budget
                    twitter: 1 hr 30 min/ day
                       facebook: 2 hr/day
                  instagram: 1 hr 15 min/day
                        pintrest: 1 hr /day
                          54300/$90500

                    Blog & Website Budget
                          2 hrs/day
                       $18900/$31500

                   Google adword budget
                      $10000/$12400

                       TOTAL BUDGET
                      $90,000/$145,000

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Adv420 final courtney dobbs

  • 2. current market • ASOS.com is a UK largest online fashion and beauty store • Brand Awareness is limited to those who shop often online and are actively engaged in the fashion world • ASOS currently targets males and females in the 16-34 year old age range • brand is more well known in the U.K. and Europe ranks 37th* in USA for average daily visitors but is 3rd* Globally • The United States can only shop ASOS online • Online fashion sales are on the rise *[for a fashion website]
  • 3. campaign The campaign will run for 9 weeks October 29th- December 31st Market ASOS Holiday related items from LBD’s to holiday accessories 3 Fashion NEW fashion look books featuring different ways to SPARKLE this Holiday season Spice up your LBD Bejewel Your Holiday POP this NYE
  • 4. target market • Females aged 18-34 • Digitally Connected • Disposable Income • Fashion Forward • Trendy • Located in the U.S. • Primary- Urban & Suburban Areas • Secondary- Rural Areas
  • 5. KPI Increase US consumer sales Increase traffic to by .62%* during the ASOS website campaign and ASOS digital sites by .62%* Increase U.S. during campaign consumer sales Increase brand awareness and consumer traffic to the U.S. ASOS website * [number comes from the percentage of target market that utilize digital media- 3.6%] * [this 3.6% is then altered to fit our 9 week campaign]
  • 6. social media twitter & instagram giveaway winner posting post 1 holiday item featured in lookbooks per day post 2 times per week about campaign facebook giveaway winner posting post about asos sales involving campaign products feature 1 holiday items from lookbooks per day pintrest create Add some SPARKLE to your Season board upload each featured holiday item & link to website to drive sales monitor pins and giveaway winners
  • 7. asos blog & website blog features campaign POP this NYE with asos campaign clothing & Bright colors and clean lines accessories some will help anyone POP this prices & links to NYE. These are a few looks purchase from some our our favorite celebs. These red carpet looks can make for perfect get the look- how to NYE outfits. Whether a shorts, get these street looks crop top combo or the from asos perfect mini dress. 
Get it how? Five of the best: ASOS Metallic Super Skinny Metal Keeper Belt, Your favorite celebrities are WAS £6 NOW £4.50
ASOS Skirt in Metallic post blog link on Leather, WAS £75 NOW £56
French ready to POP the NYE, are Connection Shell Top In Metallic Leopard social media you? Visit asos.com to find Print, £87
ASOS Mini Skirt in Metallic Leather, £60
ASOS PETITE Exclusive Rose Gold Leather Trousers, £120 these looks or pick one [or feature each weeks more] of our top 5 products to make this look your own. giveaway winners on By: Courtney Dobbs blog with pictures
  • 8. googleadwords & keywords  sparkle  season AD KEYWORDS urban outfitters  spice lulus  Lbd Topshop  holiday Rent the runway  pop American apparel COMPETITOR  nye KEYWORDS Forever21  accessories H&M
  • 9. giveaways Instagram & Twitter Giveaways 1. Post a picture to your Instagram or Twitter of your must have accessories to complete your ASOS holiday look for a chance to win a $25 gift card 1 winner per week- valid October 29th- December 17th 2. Post a picture to your Instagram or Twitter of you in your ASOS holiday attire for a chance to win a $50 gift card to ASOS 5 winners for best look- valid December 17th-24th 3. Post a picture to your Instagram or Twitter of your ASOS NYE outfit for a chance to win a $50 gift card to ASOS – 5 winners for best looks 5 winners for best look- runs December 24th-31st Pintrest Giveaway 1. Pin your favorite ASOS holiday looks and accessories for a chance to win a $25 gift card 1 winner per week- valid October 29th- December 17th
  • 10. budget Campaign Budget $6000/$10000 @150/250 per hr Giveaway Budget $850 Social Media Budget twitter: 1 hr 30 min/ day facebook: 2 hr/day instagram: 1 hr 15 min/day pintrest: 1 hr /day 54300/$90500 Blog & Website Budget 2 hrs/day $18900/$31500 Google adword budget $10000/$12400 TOTAL BUDGET $90,000/$145,000