{"id":4270838,"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":"2022-02-10T17:35:31","modified_gmt":"2022-02-10T17:35:31","slug":"taking-a-retail-giant-into-the-world-of-tiktok","status":"publish","type":"case","link":"https:\/\/www.deptagency.com\/latam\/case\/taking-a-retail-giant-into-the-world-of-tiktok\/","title":{"rendered":"Taking a retail giant into the world of TikTok"},"content":{"rendered":"
\n\t\n\t<\/svg>\n\t\n<\/button>\n\t\tASOS\t<\/h2>\n\t\tTaking a retail giant into the world of TikTok\t<\/h1><\/div>\n\n
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\n\t\n\t\tASOS 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. And then came Covid-19, taking away all those special occasions young shoppers would regularly hit up ASOS for new clothes anyway.\t<\/p><\/div>\n\n
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\n\t\n\t\tASOS is the market leader in the UK but a challenger brand in the USA. 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.\u00a0With \u201csauce\u201d being a youth expression for great outfit this then gave the heart of our TikTok challenge, \u201cshow us your A-sauce, B-sauce, C-sauce\u201d 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.\t<\/p><\/div>\n\n
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\n\t\n\t\tTikTok 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.\u00a0In 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.\t<\/p><\/div>\n\n
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\n\t\t\t1.2bn\t<\/h2>\t<\/div>\n\n\t
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\n\t\t\tVideo views\t<\/h2>\t<\/div>\n<\/div><\/div><\/div>\n\n
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\n\t\t\t488k\t<\/h2>\t<\/div>\n\n\t
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\n\t\t\tVideos created\t<\/h2>\t<\/div>\n<\/div><\/div><\/div>\n\n
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\n\t\t\t167k\t<\/h2>\t<\/div>\n\n\t
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\n\t\n\t\tGlobally, 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. 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. 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.\t<\/p><\/div>\n\n
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\n\t\t\tQuestions?\t<\/h2>\t<\/div>\n\n\t
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\n\t\t\tVP of Marketing, EMEA\t<\/p>

\n\t\t\tMellissa Flowerdew-Clarke\t<\/h3>\t\t\t<\/div>\n\t\t\n\t\t\n\t
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<\/div>\n<\/div><\/div>\t<\/div>\n\n\t\n\t<\/svg>\n\t\t\t\n\t\t\tAtr\u00e1s\t\t<\/span>\n\t\n<\/button><\/div>\n\n
\n\t\n\t\tDescubrir m\u00e1s\t<\/p>\n\t
\n\t\t\n\t\n\t\n\n\t\t\t\n\t\t\t\n\t\t\t\n\t\t\t\n\t\t\t\n\t\t<\/picture>\n\t\n\t<\/div>\n\t\tGlobal e-commerce transformation\t<\/p>\n\t\tGANT<\/span>\t<\/h3>\n\t\n\t<\/a>\n\t\n\t\n\n\t\t\t\n\t\t\t\n\t\t\t\n\t\t\t\n\t\t\t\n\t\t<\/picture>\n\t\n\t<\/div>\n\t\tHear it, see it and feel it.\t<\/p>\n\t\tAaron Wegmann<\/span>\t<\/h3>\n\t\n\t<\/a>\t<\/div>\n<\/div>","protected":false},"excerpt":{"rendered":"","protected":false},"author":40,"featured_media":4270840,"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":[42724,42725],"award":[],"person":[25074],"case-industry":[42737,42726,42727],"class_list":["post-4270838","case","type-case","status-publish","has-post-thumbnail","hentry"],"acf":{"dept_is_3q_page":false,"dept_current_cpt_partner":null},"yoast_head":"\nTaking a retail giant into the world of TikTok - 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