{"id":4252260,"date":"2021-09-13T12:08:21","date_gmt":"2021-09-13T10:08:21","guid":{"rendered":"https:\/\/www.deptagency.com\/case\/taking-a-retail-giant-into-the-world-of-tiktok\/"},"modified":"2025-07-02T17:19:43","modified_gmt":"2025-07-02T15:19:43","slug":"taking-a-retail-giant-into-the-world-of-tiktok","status":"publish","type":"case","link":"https:\/\/www.deptagency.com\/en-nl\/case\/taking-a-retail-giant-into-the-world-of-tiktok\/","title":{"rendered":"Taking a retail giant into the world of TikTok"},"content":{"rendered":"<div class=\"block-case-intro-title\">\n\t<p\tclass=\"text text-sans-128 block-case-intro-title__title\"\n\tdata-animation=\"slide\" data-animation-target=\"words\" >ASOS<\/p><p\tclass=\"text text-sans-48 block-case-intro-title__text\"\n\tdata-animation=\"slide\" data-animation-target=\"words\" >Taking a retail giant into the world of TikTok<\/p><\/div>\n\n<div class=\"video video__type--vimeo block-video__video\">\n\t<div\n\t\tclass=\"video__player block-video__video plyr__video-embed js-video-player\"\n\t\tdata-provider=\"vimeo\"\n\t\tdata-ratio=\"sixteen-nine\"\n\t\tdata-autoplay=\"false\"\n\t\tdata-loop=\"false\"\n\t\tdata-muted=\"false\"\n\t\tdata-background-mode=\"false\"\n\t\tdata-auto-pause=\"true\"\n\t\tdata-controls=\"progress,play,forward,rewind\">\n\n\t\t\t\t\t<iframe\n\t\t\t\tclass=\"video__ratio--sixteen-nine\"\n\t\t\t\tsrc=\"https:\/\/player.vimeo.com\/video\/578452956\/88e769065c?background=0&#038;autoplay=0&#038;controls=0&#038;byline=0&#038;title=0&#038;muted=0&#038;loop=0&#038;portrait=0&#038;speed=0&#038;gesture=media&#038;dnt=1\"\n\t\t\t\tframeBorder=\"0\"\n\t\t\t\tallow=\"autoplay; fullscreen\"\n\t\t\t\tallowFullScreen\n\t\t\t\ttitle=\"Vimeo video\"\n\t\t\t><\/iframe>\n\t\t\t<\/div>\n\n\t<\/div>\n\n<div class=\"block-case-intro js-block-case-intro\">\n\t\t\t<div class=\"block-case-intro__category-container\">\n\t\t\t<p\n\t\t\t\tclass=\"block-case-intro__category-header text-sans-16\"\n\t\t\t\tdata-animation=\"slide-fade\"\n\t\t\t\tdata-animation-delay=\"0.25\"\n\t\t\t>\n\t\t\t\t(&nbsp;&nbsp;Services&nbsp;&nbsp;)\n\t\t\t<\/p>\n\n\t\t\t<ul\n\t\t\t\tclass=\"block-case-intro__category-list text-sans-14 js-block-case-intro-category-list\"\n\t\t\t\tdata-animation=\"slide-fade\"\n\t\t\t\tdata-animation-target=\"inner-items\"\n\t\t\t\tdata-animation-delay=\"0.5\"\n\t\t\t\tdata-animation-stagger=\"0.1\"\n\t\t\t>\n\t\t\t\t\t\t\t\t\t<li class=\"block-case-intro__category-item\">\n\t\t\t\t\t\tBrand &amp; Media\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t<\/ul>\n\t\t<\/div>\n\t\n\t<p\tclass=\"text text-sans-48 block-case-intro__title js-block-case-intro-title\"\n\tdata-animation=\"slide\" data-animation-target=\"words\" data-animation-stagger=\"0.005\" >ASOS is a leading online retailer for fashion-loving 20-somethings around the world, but staying ahead of ever-increasing competition for an ever-changing and savvy demographic means a constant need to innovate.<\/p><p\tclass=\"text text-sans-24 block-case-intro__text js-block-case-intro-text\"\n\tdata-animation=\"slideFade\" data-animation-target=\"paragraphs\" data-animation-delay=\"0.1\" >And then came Covid-19, taking away all those special occasions young shoppers would regularly hit up ASOS for new clothes anyway.<\/p><\/div>\n\n<div class=\"full-width-image block-full-width-image__full-width-image\">\n\t<div\n\t\tclass=\"image-wrap full-width-image__image-wrap\"\n\t\tdata-align=\"center center\"\n\t\t\t>\n\n\t\t\t<picture\n\t\tclass=\"image__picture\"\n\t\t\t\t>\n\t\t\t\t\t\t<source\n\t\t\t\tsrcset=\"https:\/\/www.deptagency.com\/wp-content\/uploads\/2021\/09\/asos-sportswear_1616_RRD.jpg\"\n\t\t\t\tmedia=\"(max-width: 767px)\"\n\t\t\t>\n\t\t\t\n\t\t\t\n\t\t\t\n\t\t\t<img\n\t\t\t\tsrc=\"https:\/\/www.deptagency.com\/wp-content\/uploads\/2021\/09\/asos-sportswear_1616_RRD.jpg\"\n\t\t\t\tclass=\"image full-width-image__image\"\n\n\t\t\t\t\n\t\t\t\t\t\t\t\t\tloading=\"lazy\"\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\t\t\t\/>\n\t\t<\/picture>\n\t\n\t<\/div><\/div>\n\n<div\n\tclass=\"block-assets-and-copy js-block-assets-and-copy\"\n\tdata-variant=\"fifty-fifty-asset\"\n\tdata-content-align=\"center\"\n>\n\t<p\tclass=\"text text-sans-48 block-assets-and-copy__title\"\n\tdata-animation=\"slide\" data-animation-target=\"words\" >ASOS is the market leader in the UK but a challenger brand in the USA. <br><\/p><div\tdata-animation=\"slide-fade\" data-animation-target=\"inner-items-separate\" data-animation-delay=\"0.15\" data-animation-stagger=\"0.2\" class=\"block-assets-and-copy__content\" >\n\t<p\tclass=\"text text-sans-24 block-assets-and-copy__text\"\n\t>In fact, in the American market there\u2019s debate over how to even pronounce the brand name. For the record, it\u2019s, \u201dAy like in play then sauce\u201d \u2013 which we started off by including in our TikTok bio.\u00a0<br><br>With \u201csauce\u201d being a youth expression for a great outfit, we had the heart of our TikTok challenge:\u201cshow us your A-sauce, B-sauce, C-sauce\u201d i.e. your three best looks. We put 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 <a href=\"https:\/\/www.deptagency.com\/en-nl\/solutions\/brand-media\/\" target=\"_blank\" rel=\"noreferrer noopener\">creative, brand-friendly way.<\/a><\/p><\/div>\n\t\t\t\t\t<img\n\t\t\t\t\tsrc=\"https:\/\/www.deptagency.com\/wp-content\/uploads\/2021\/09\/asos-sportswear_1463_RSD.jpg\"\n\t\t\t\t\talt=\"ASOS\"\n\t\t\t\t\tclass=\"block-assets-and-copy__media js-block-assets-and-copy-media is-first\"\n\t\t\t\t\tdata-animation=\"scale-fade\"\n\t\t\t\t>\n\t\t\t\t\t\t\t<img\n\t\t\t\t\tsrc=\"https:\/\/www.deptagency.com\/wp-content\/uploads\/2021\/09\/asos-sportswear_1420_RSD.jpg\"\n\t\t\t\t\talt=\"ASOS\"\n\t\t\t\t\tclass=\"block-assets-and-copy__media js-block-assets-and-copy-media is-second\"\n\t\t\t\t\tdata-animation=\"scale-fade\"\n\t\t\t\t>\n\t\t\t\n\t<\/div>\n\n<div\n\tclass=\"block-assets-and-copy js-block-assets-and-copy\"\n\tdata-variant=\"full-width-content\"\n\tdata-content-align=\"center\"\n>\n\t<div\tdata-animation=\"slide-fade\" data-animation-target=\"inner-items-separate\" data-animation-delay=\"0.15\" data-animation-stagger=\"0.2\" class=\"block-assets-and-copy__content\" >\n\t<p\tclass=\"text text-sans-24 block-assets-and-copy__text\"\n\t>TikTok is a rare \u201csound on\u201d channel, known for breaking some of today\u2019s biggest hits, so we went \u201csound first\u201d \u2013 crafting a bespoke track with KARM that gave the platform\u2019s legion of creators a beat to cut their outfit changes to.\u00a0<br><br>In addition, we created an interactive \u201cbranded effect\u201d that allowed creators to transition between outfits with hand actions (peace sign and hand palm) and flair. To get people participating we launched the \u201chashtag challenge\u201d by working with 28 popular U.K. and U.S. Creators, such as @abbyrartistry, @estare, @elmo, and @lorengray, to kick off the challenge and provide inspiration for users to follow while also building the credibility of ASOS\u2019 brand presence on the platform.<\/p><\/div>\n\t\t\t\t\t<img\n\t\t\t\t\tsrc=\"https:\/\/www.deptagency.com\/wp-content\/uploads\/2021\/09\/asos-sportswear_1098_rsd.jpg\"\n\t\t\t\t\talt=\"\"\n\t\t\t\t\tclass=\"block-assets-and-copy__media js-block-assets-and-copy-media\"\n\t\t\t\t\tdata-animation=\"scale-fade\"\n\t\t\t\t>\n\t\t\t\n\t<\/div>\n\n<div class=\"block-stats-and-copy is-text-left\">\n\t\n\t\n\t\n\t<ul\n\t\tclass=\"block-stats-and-copy__cards is-content-left\"\n\t\tdata-animation=\"slide-fade\"\n\t\tdata-animation-target=\"inner-items\"\n\t\tdata-animation-delay=\"0.15\"\n\t\tdata-animation-stagger=\"0.15\">\n\t\t\t\t\t<li class=\"block-stats-and-copy__card\">\n\t\t\t\t<p class=\"block-stats-and-copy__card-title text-sans-76\">\n\t\t\t\t\t1.2bn\t\t\t\t<\/p>\n\n\t\t\t\t<p class=\"block-stats-and-copy__card-subtitle text-sans-16\">\n\t\t\t\t\tVideo views\t\t\t\t<\/p>\n\t\t\t<\/li>\n\t\t\t\t\t<li class=\"block-stats-and-copy__card\">\n\t\t\t\t<p class=\"block-stats-and-copy__card-title text-sans-76\">\n\t\t\t\t\t488k\t\t\t\t<\/p>\n\n\t\t\t\t<p class=\"block-stats-and-copy__card-subtitle text-sans-16\">\n\t\t\t\t\tVideos created\t\t\t\t<\/p>\n\t\t\t<\/li>\n\t\t\t\t\t<li class=\"block-stats-and-copy__card\">\n\t\t\t\t<p class=\"block-stats-and-copy__card-title text-sans-76\">\n\t\t\t\t\t167k\t\t\t\t<\/p>\n\n\t\t\t\t<p class=\"block-stats-and-copy__card-subtitle text-sans-16\">\n\t\t\t\t\tUser taking part\t\t\t\t<\/p>\n\t\t\t<\/li>\n\t\t\t<\/div>\n<\/div>\n\n<div\n\tclass=\"block-assets-and-copy js-block-assets-and-copy\"\n\tdata-variant=\"fifty-fifty-asset\"\n\tdata-content-align=\"center\"\n>\n\t<div\tdata-animation=\"slide-fade\" data-animation-target=\"inner-items-separate\" data-animation-delay=\"0.15\" data-animation-stagger=\"0.2\" class=\"block-assets-and-copy__content\" >\n\t<p\tclass=\"text text-sans-24 block-assets-and-copy__text\"\n\t>Globally, the campaign recorded over 1.2 billion video views in just 6 days, with 488,000 videos created and 167,000 users taking part, all of which exceeded expectations. <br><br>On top of that, the creative achieved an engagement rate of 15.79%, well above benchmarks. ASOS commissioned a brand lift study for the campaign, and the results were also very impressive. <br><br>The campaign achieved a 25% increase in aided brand awareness and a 10% increase in brand association with being \u201ctrendy.\u201d Ad recall also saw a 50% increase.<\/p><\/div>\n\t\t\t\t\t<img\n\t\t\t\t\tsrc=\"https:\/\/www.deptagency.com\/wp-content\/uploads\/2021\/09\/asos-sportswear_1652_RSD.jpg\"\n\t\t\t\t\talt=\"\"\n\t\t\t\t\tclass=\"block-assets-and-copy__media js-block-assets-and-copy-media is-first\"\n\t\t\t\t\tdata-animation=\"scale-fade\"\n\t\t\t\t>\n\t\t\t\t\t\t\t<img\n\t\t\t\t\tsrc=\"https:\/\/www.deptagency.com\/wp-content\/uploads\/2021\/09\/asos-sportswear_869_RSD.jpg\"\n\t\t\t\t\talt=\"\"\n\t\t\t\t\tclass=\"block-assets-and-copy__media js-block-assets-and-copy-media is-second\"\n\t\t\t\t\tdata-animation=\"scale-fade\"\n\t\t\t\t>\n\t\t\t\n\t<\/div>","protected":false},"excerpt":{"rendered":"","protected":false},"author":40,"featured_media":4252262,"template":"","meta":{"_acf_changed":false,"es_utils_meta_schema":"","member_job_title":"","member_linkedin_url":"","dept_alt_featured_image":[],"dept_algolia_noindex":false,"dept_algolia_featured":false,"dept_accent_color":"#1027EF","dept_next_case_accent_color":"","dept_case_video":{"type":"local"},"footnotes":""},"client":[1009],"case-category":[42386],"award":[],"case-industry":[42387,42388],"person":[642],"class_list":["post-4252260","case","type-case","status-publish","has-post-thumbnail","hentry"],"acf":{"dept_is_3q_page":false,"dept_current_cpt_partner":null},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.3 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Taking a retail giant into the world of TikTok - DEPT\u00ae<\/title>\n<meta name=\"description\" content=\"Fashion retailer ASOS turn to DEPT\u00ae to leverage their brand presence on TikTok for a US audience. 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