ASOS launched its first brand campaign aimed at positioning itself as a platform where people can find inspiration and originality in fashion – rather than just an online marketplace for items you’ve already decided to purchase. ASOS aimed to use this new campaign to drive awareness, strengthen key brand perceptions, and increase brand consideration among its target audience.
Plan
Wanting to launch the new brand ad to a younger audience who are also lighter TV viewers, ASOS showcased the 60” in cinema as part of its media mix, understanding its role in driving key metrics.
ASOS bought into the Silver Spot of Venom: The Last Dance, giving them access to an engaged younger skewing audience. Expanding across other platforms, the campaign also ran the 60” and an additional 20” copy across SVOD, BVOD, Social, YouTube, Online and Outdoor.
Results
Cinema played a vital role in helping ASOS launch the new campaign.
+35%
increase in perception that ASOS 'is a brand that inspires my fashion'
+19%
increase in perception that ASOS 'is a brand I trust'
+20%
increase in ad awareness for those exposed via cinema
