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