1. ©2012 asos.com Ltd
digital strategy

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