The Objective
ASOS, the online destination for fashion-loving 20-somethings around the world - wanted to increase brand affinity.
The Solution
ASOS worked in collaboration with marketing technology agency Byte and TikTok to launch a Branded Hashtag Challenge. It created the #ASOSAlterEgo, challenging users to show off their best and scariest transformations over Halloween. To bring the campaign to life further, ASOS commissioned Byte to create a custom Branded Effect, giving the community a way to stand out in the For You feed. ASOS launched the campaign by teaming up with seven popular Creators, boosting its existing following with millions.
ASOS was the first brand in Europe to use TikTok’s brand new Branded Mission solution. Branded Mission is the evolution of the Branded Hashtag Challenge - a new ad product that allows advertisers to encourage authentic creative production by offering incentives to participating talented Creators. Creators generate authentic and brand-relevant creatives that spark meaningful engagement with audiences and encourage more viewers to engage with brands. This incentivised the TikTok community to join the #ASOSAlterEgo and in turn they were rewarded through significant video views.
As part of the campaign, ASOS used a TopView and In-Feed One Day Max to supercharge exposure, plus a raft of further activity at auction to supplement everything at reservation, carrying users even further down the funnel.
The Results
The #ASOSAlterEgo campaign delivered a 219% increase in relevant engagements with the help of our new Branded Mission solution. It also saw a 17% increase in relevant video creations and achieved a whopping 22.4% increase in ad recall, as well as a 7.8% increase in brand awareness. It shows just how far and wide it reached the community and how much it took note.
