#ASOSonme Marketing Campaign Proposal Emily Rathbone
Campaign Objective Introduce and engage new potential customers and existing consumers in the 16-21 year old bracket to the Asos platform through creating a marketing campagin that generates buzz around low price point products. The Campaign Will... - Increase brand awareness amongst the younger target demographic - Appeal to interests of the target audience in order to attract attention - Align with the company’s values and ethos, in particular the ASOS’ Sustainability Program, maintaining the strong and consistent brand image. - Increase target audience engagement on a realistic budget with the highest possible return on investment.
Market Research - According to a Business Insider Survey, price is the primary motivator for Gen Z shoppers. - Gen Z will have very different behaviours and traits than Millennials and thus need to be considered as their own cohort. - Gen Z have a shorter attention span than any other generation. - Gen Z consumers have little brand loyalty - Gen Z’s purchasing power is now estimated to be $44 billion (2019).
Fluid
Target Demographic Profile (16-21 year olds)
Trend-led Entrepreneurial
Engaged Diverse
Competitor Analysis Pretty Little Thing SWOT Analysis
Common marketing techniques targeting 16-21 year olds.
Urban Outfitters SWOT Analysis
Average entry price points offered by competitors: - Top £10 - Dress £16.50 - Jeans £16.50 - Hoodie/Sweatshirt £19
The Proposal: #ASOSonme Similar to the product category segmentation that Asos already carries out (e.g. ASOS Made In, ASOS Collabs, Big Brand Edit), Asos will identify a number of products stocked on their website that are sold at a low price-point* and have a designated product area available for these ‘cheaper’ products, making the journey to purchase as simple to navigate as possible. To market this new product area, purchasers of the products are encouraged to create a short video wearing the clothing that is then shared on their Tik Tok page or Instagram, two of the most popular social media sites for the demographic in the Western World at present, using the hashtag ‘#ASOSonme’. The videos that best represent the brand’s image would be featured on digital billboards and shared on ASOS’ own social media to promote this new product segmentation. The campaign would also be promoted through experience marketing techniques such as pop-up marketing. Specifically, the brand would visit universities and popular youth destinations, set up a small pop-up shop offering selected products and have a photo/video booth where visitors can make and share content. This offline retail channel also proves an effective means of creating a community between buyers, facilitating word-of-mouth.
Marketing Channels - Social Media Marketing (Tik Tok, Instagram) - Physical Billboard Marketing (Digital Billboard) - Pop-up/Experience Marketing
*Lower price point than the average cost of a garment of the same style/function.
Low Price Point Brands currently stocked by ASOS : - Bershka - Collusion - Stradivarious - AX Paris - Club L - In the Style - Missguided - Monki - New Look - Nobody’s Child - Pimkie - Pull&Bear - Miss Selfridge - Wednesday’s Girl
Why these brands would appeal to the 16-21 year old audience: - Trend clothing - Low price points - Consistently changing stock - Shopping is a common past-time/hobby - Vibrant, enticing imagery - The brands facilitate (electronic) word-of-mouth and create communities - Augmented product- delivery and credit, customer service, etc. - Models complement the identity of the target audience and play on desires. - Regular discounts and student offers
CSR, Sustainability and #ASOSonme As the products are already stocked on the website, it can be assumed that they adhere to ASOS’ sustainable sourcing criteria (4 Pillars of Sustainability) and have been assessed by the Third Party Brands team if the items are not ASOS’ own piece. However, with sustainable values being a key character trait of Gen Z, it is necessary to promote the sustainability of the items (supply chain traceability, raw material, etc.), particularly as questions may arise from the low price point and because consumers are changing their buying habits towards purchasing less new products. This could be achieved through additional social media marketing posts educating new and existing customers on the brand’s CSR and sustainable objectives and commitments (e.g. the 2020 circular fashion committment), and by making the traceability of the garments available in the product description. It could be suggested that the digital marketing channels have a lower carbon footprint than print advertising. Moreover, selling products from a common retail space (pop-up store) near to the target audience reduces carbon emissions from transport and shipping than if each product were to be shipped from the warehouse to individual buyers.
How it will drive the viewer to purchase Attention:
Interest:
Attention is attained through the 3 marketing channels, with the 16-18 year olds primarily drawn in through SMM, the 18-21 year olds drawn in through experience pop-up marketing and the traditional marketing through billboard advertisements appealing to both groups.
Interest would be created through the novel communication channels and through emphasising and promoting the low price point products.
Desire: Desire would be created through highlighting the potential accolade that the purchaser can experience through participating in the campaign.
Action: The consumer purchases products from the low price product range and continues the cycle by creating their own Tik Tok or sharing their products with their friends (Word-of-mouth).
Campaign Targets in Figures SOCIAL MEDIA:
DAY
Number of Posts per day:
CAMPAIGN 200
Number of Posts over 6 weeks:
8,400
Av. Number of followers per user (poster)
200
Anticipated number of views of posts /day
40,000
Anticipated number of posts over the campaign
1,680,000
Anticipated %age of click thru to business pages
20%
Anticipated number of people clicking through
8,000
Anticipated conversion (ASOS Current Rate)
3.2%
Anticipated Purchase transactions
256
10,752
£5,975
£250,952
Anticipated Revenue (assumes £23.34 /sales) DIGITAL BILLBOARD ADVERTISING:
DAY
Number of billboard views /day (of 16-21 year olds)
336,000
CAMPAIGN 100,000
Number of views /campaign (assumes 80% duplication)
840,000
%age of people convert to purchase
1%
Number of conversions
8,400
Sales (at £23.34) EXPERIENCE/POP-UP MARKETING:
£196,056 DAY
CAMPAIGN
Number of Pop-up Days
200
Number of Transactions /day (assumes 10 hour day)
100
Av. Transaction Value (assumes 1.2/products/purchase)
£16
£16
£1,600
£320,000
Sales from Pop-up
Financing the Campaign The lead plan for #ASOSonme is a low cost - high return proposal, that largely relies on the creation of earned media. - Cost of posts on shared media: £0 - Cost of posts on owned media (ASOS website): £0 - Cost of earned media: £0 - Cost of experience marketing (assuming 200 pop-up days are established)= £200,000 - Digital Billboard Advertisement: £35,000 /week Assuming Campaign runs for 6 weeks:
Total Revenue* £248,755.92
Total Engagement ~ 38,400 people
Total Cost £410,000
*1 Year ROI is £734,327.49, with 80% repeat purchase per quarter.
Alternatively, a high investment approach would be to expand into advertising #ASOSonme on Youtube and Instagram, and to offer a monetary incentive for #ASOSonme participants in the form of weekly prizes, competitions, etc. to drive further engagement and buzz. - Spending on paid social media advertising: £100,000 in the short term pick up with the goal of picking up £60,000 in sales, in addition to the total revenue of the lower investment approach. - Spending on Weekly Prize ‘Giveaways’: £500 / week. Assuming Campaign runs for 6 weeks:
Total Revenue* £308,755.92
Total Engagement ~ 60,000 people
*1 Year ROI is £911,447.48, with 80% repeat purchase per quarter.
Total Cost £540,000