Asos Campaign Proposal

ASOS CAMPAIGN PROPOSAL

WHO ARE ASOS? ASOS is a large online retailer based in the UK that ships internationally. The brand caters for both men and women, selling clothes, shoes and gifts from a variety of different brands as well as selling their own ranges. The brands aim is to become the worlds number one online shopping destination for fashion loving 20 somethings. They have a large active customer basis of 15.4 million. Asos can be accessed through the website as well as on their app which is available for androids and apple products, with around 10 million active apps downloaded. The brand also has a large social media following of 15.8 million followers across their 3 major social media platforms. The largest social media following is on their instagram page with around 9.3 million followers. They understand as a brand that their customers primarily live on instagram with 90% of instagram users under the age of 35.

S - Strong online presence - Sell a lot of different brands - Attract both male and female

(large target audience) - Great delivery services

(same day delivery) - Student discount - No overheads and expenses

from physical stores - Strong presence on social media - Try before you buy service ( Klarna) - Sell different ranges such as

plus size - Efficient and easy-to-use app - ASOS marketplace - Points reward scheme

W - - - -

No physical presence Don’t advertise on billboards Inconsistent sizing Free shipping service has high costs to ASOS

O

T

- Open pop-up shops - Advertise more traditionally

rather than solely on social media

- Dense online market (a lot of competition) - Can get hacked and then

whole operations are down - No consumer experience

from in store - Fast fashion companies such

as Zara

This SWOT analysis was produced by analysiing the current position of the brand and how they compare within their market. In such a dense industry, with such a large amount of competition it is easy to assess where they could improve and in which areas they are exceeding.

concept store pop up fitness event glitter stall

different cities goodie bags

P O T E N T I A L

F O R

DEVELOPMENT

ASOS ACTIVEWEAR fitness classes

live demonstrations

5. Exhibitions for frequent customers who use their services eg. ÂŁ10 free delivery for a year, credit card 6. Technology for the home, collab with amazon echo, body scanner for sizes, basket full of staple items, would buy when needed 7. Concession in selfridges or other department stores 8. Measurement system for automatic sizing

sell 4505 clothing

pop up event

2. ASOS credit card-brings brand loyalty 4. Sell magazine in stores, more brand outreach, eg. W.H.Smiths

makeovers

INITAL IDEAS

1. Pop up shops to make product available in person 3. Own mobile network, so don’t have to rely on others

FESTIVAL POP UP

outfit styling

influencers world health day

stalls at major festivals

makeovers

talks with stylists christmas styling XMAS EVENT party styling and clothes

xmas food, cocktails, mulled wine

sell on a website as well as exhibtion EXHIBITION charity link art awareness

submit artwork to be judged sell t-shirts

artist

INTERNAL AND EXTERNAL INFLUENCES

TREND FORECASTING

- Wifi and signal, depending whether customers can access the website/app - Therefore, if a mobile network stops working or there is bad weather then the amount of sales is likely to drop and ASOS won’t be able to respond to customers - Technical difficulties within the office, unable to fix problems with websites and apps - Political opinions – whether they portray any at all this may lose customers or if they don’t this may also anger customers - Ethics – using models from different cultures and ethnicities - Economy – inflation, disposable income, standard living wages - Complaints and poor feedback that can be seen on social media by other customers, giving bad reputation - Poor reviews on products on the website – can see which products are successful and which can be discontinued - If one of their stocked brands goes into administration or produces a controversial ad or product that produces a lot of anger – do they drop the brand or do they stay quiet?

- Pastels - Concept Stores - Scrunchies - Art collaborations - Micropurse - Cargo pants - Mashed up prints - Smart home - Plastic - Fringing - Sheer

- Diversity - Politial and Societal messages - Bold Colour - Sequins - Cool girl models - Women’s co-working clubs - Checks - Smart skincare

INITIAL 3 IDEAS

T-SHIRT COMP

WHERE WE ARE NOW?

CA M PA I G N P R O P O S A L

PAGES 9-13 HOW ARE WE GOING TO GET THERE?

WHERE DO WE WANT TO BE?

PAGE 13, 14, 16

PAGE 1-6

PAGE 8

HOW WILL WE KNOW IF WE’RE SUCCESSFUL?

PLANNING JOURNEY

Our promotional campaign idea consists of a pop up travelling fitness event promoting the new Asos 4505 active wear collection. Our event which will run in the UK’s major cities, London and Manchester will run around World Health Day on the 7th of April 2018. The event will be exclusive to bloggers for an event prior to launching to the public, creating awareness and talk, informing and providing new interest in 4505.

Running a competition to partake in a Chroma Yoga class with the influences will be announced via the Asos Instagram, Facebook and Twitter pages. The influences will also run this on their own channels. Via these means we would gather a wide range of females to partake in the first exclusive event. We would run a social media campaign after this via images taken from the blogger event, two weeks prior to the public pop up that includes live vegan food demonstrations and access to protein smoothies and shakes, not forgetting the mini store to purchase pieces from the collection. At the blogger event however, this be complimentary with a free bag of 4505 goodies to promote online, whereas at the public event these would be for purchase only with the food free of charge, however the Chroma Yoga session would only be for display running every hour throughout the day.

S M A R T OBJECTIVES To increase sales of women’s activewear by ASOS (4505) by 5% within the 3 months following the campaign event.

Increase awareness of 4505 activewear by 5% within a month following the event. By posting an extra 3 posts relating to the collection per week and analysing the insights.

WHAT’S T H E M E S S A G E ?

We want to create a positive environment which portrays a happy and fun atmosphere where customers feel comfortable and excited.

The aim is to promote a healthy lifestyle alongside our 4505 range and provide an insight into other fitness types, food avenues and lifestyle choices that perhaps the customers haven’t interacted with before.

The event gives customers the chance to meet new people and become motivated and excited to lead a healthy, balanced lifestyle once back at home.

CUSTOMER BOARD BODY POSITVE

C I T Y

L I F E

HEALTH AND WELLBEING

FEMALE

event idea mindmap and moodboards

AGE: 18 - 30

FINAL EVENT IDEAS ChromaYoga is a revolutionary new approach to practising yoga.

Combining light and colour therapy techniques, brain stimulating soundscapes and bespoke natural scents to creative an immersive, multisensory yoga experience not yet seen before.

- Healthy lifestyle event - Promotes healthy food, provided by 42 Juice and SIX - Demonstrations of Chroma Yoga that will promote their brand too - Pop up shop that sells the 4505 range and there will be a changing room giving customers the opportunity to try on clothing before they buy - Food and drink will be free of charge - Asos stylists will be on hand to persuade sales and help customers

YOGA

CHROMA

PLAN OF ACTIVITIES

To the initial event which includes a session of Chroma Yoga, free food and drink by healthy, vegan brands and a goodie bag containing 4505 apparel and accessories we will be inviting the following people:

03/03/18

It will cost a minimum of £3,809 per influencer to post around 3 times on their instagram pages to help promote the competition as well as the collection.

This is the date that the competition launches and ASOS and the invited influences will post the link to the competition on their social media.

LOCATION: BOX PARK, SHOREDITCH CHROMAYOGA DEMONSTRATION

Competition draw. The winners are notified and told details of the event.

FOOD CHANGING ROOM

17/03/18 TILL/ INFO

POP UP SHOP

Asos will invite a wide selection of influencers that help spread the message of body positivity and the brand. the influencers will hep asos reach a wider audience and will be involved in a competition which will increase customer knowledge of the collection. In total the combined following of these influencers averages at about 7 million.

10/03/18

DRINK

Influencer event which will be held at Chroma Yoga studios in London. Prior to the event, the influencers will be sent items they have chosen to wear at the event and the competition winners will be given a £50 voucher to spend on activewear too. There will be 10 influencers and 10 competition winners that take place in the 45 minute exercise class. Afterwards, there will be food and drink for the winners and influencers and a chance to talk, meet and take photographs with each other. There will be a photographer throughout the day taking images for the influencers to use on their social media to promote the new 4505 range and the public event 3 weeks following this one.

07/04/18

WHO’S COMING?

This is the day of the main, public event that is taking place in Shoreditch at the Box Park on the open, outdoor area that they have. This is for the public to attend but must purchase a free ticket in order to be able to enter. This will be promoted on social media and though mail, text and notifications. The food and drink will be free but customers must purchase the apparel and accessories if they want them. This is a fun event for customers to interact with others and also the brand.

BUDGETS AND COSTINGS THE ADVERTISING BUDGET:

£76.6M

THINGS TO CONSIDER: - The photographers, social media and event staff will be from inhouse - Brands that Asos works with will be reached out to for samples for goodie bags so they can promote themselves - Chromayoga will have a stall at the box park event ifollowing from the first event where they collaborated with us - Food costs will be calculated via a quote before the event and after regarding product consumption but will have a decrease in retail cost due to being able to promote themselves - If influencers pull out, back ups will be contacted but this is something we would handle as and when it occurred

CRITICAL PATH TOTAL PRICE (£)

initial event ideas

ITEM

PRICE (£)

CHROMA YOGA

11 PER PERSON

220

INFLUENCERS’ OUTFITS

80 PER PERSON

800

contact chroma yoga

COMPETITION VOUCHERS

50 PER PERSON

500

contact security

GOODIE BAGS

26 PER PERSON

research for event look for venues and partners book box park contact 42 juice contact influencers

520

start briefing internal staff confirm details with chroma yoga

BOX PARK HIRE

2000

BOX PARK DEPOSIT

1000

2000

confirm with 42 juice

1000

prepare social media content for collection launch launch collection

MAIN SECURITY GUARD 14.50 PER HOUR

174

RETAIL SECURITY GUARD 10.50 PER HOUR

126

INFLUENCERS’ POSTS SPONSORSHIP FEEDBACK GIFTCARD

3809 PER INFLUENCER

38090

150

150

confirm clothing selection for influencers and ship announce competition social media posts for competition on asos social media posts for competition for influencers cclose onfirm competition winners influencer event

FINAL COST

43,580

influencers post about event set up main event main event run feedback competition close feedback comp announce winner monitor success

NOV

13/11/17 20/11/17

DEC

JAN

FEB

08/01/18 12/01/18 12/01/18 12/01/18 15/01/18 -

10/02/18

MAR

APR

MAY

JUN

04/12/17 11/12/17 18/12/17 18/12/17 28/12/17

15/02/18 22/02/18 03/03/18 03-09/03/18 03-09/03/18 10/03/18 17/03/18 17/03/18 31/03/18 -

07/04/18 06/04/18 07/04/18 07/04/18 23/04/18 25/04/18 30/04/18

-

30/04/18

COMPETITORS WHO’VE DONE SIMILAR THINGS...

MOCK UP EXAMPLES

We will contact brands that ASOS sell to provide free samples of their products such as face masks that we can put inside the goodie bag.

BABYFACE X NIKE put on an event based around chromayoga and vegan food where they invited entrepreneurial and creative women ages 17-25

STELLA MCCARTNEY x ADIDAS did a Chroma Yoga class in New York to promote their collaboration for a yoga-wear line

THE POST THAT ASOS WILL USE TO PROMOTE THE COMPETITION ON INSTAGRAM

GYM SHARK fitness event, selling their clothes and giving customers the chance to meet influencers in the fitness industry

At the box park event to record feedback, with purchase of an item at the pop up store customers will receive a feedback competition sheet with a link to a survey online about customer satisfaction about our products with the incentive of a chance to win a £150 giftcard. This will ensure we receive constructive feedback on how the collection was received and then how to improve in the future.

THE GOODIE BAG THAT WILL BE GIVEN TO INFLUENCERS AT THE FIRST EVENT THE FEEDBACK POST THAT WILL BE SENT TO PEOPLE THAT ATTENDED THE EVENT

JESSICA MAY KATIE HOPKINS KIERA MURRAY MOLLY HUTCHINSON OLIVIA MOTLEY SINEAD JORDAN