ASOS is the market leader in the UK but a challenger brand in the USA. In fact in the American market there’s debate over how to even pronounce the brand name. For the record it’s, ”Ay like in play then sauce” – which we started off by including in our TikTok bio. With “sauce” being a youth expression for great outfit this then gave the heart of our TikTok challenge, “show us your A-sauce, B-sauce, C-sauce” i.e. your three best looks. Putting our brand name right, in a non-obtrusive but clear way, at the heart of doing what young people loved, showing off their new threads. Now we just needed to enable them to do this in a creative, brand-friendly way.