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How ASOS used Facebook to drive denim sales

How ASOS used Facebook to drive denim sales

Background:

As one of the fastest growing online fashion retailers in the world, a key traffic driver to ASOS is its Facebook page. The brand wanted to use the social networking site to drive incremental sales and build awareness around the launches of new clothing ranges.

Syzygy was tasked with building on its existing 140,000 fan base, with the ultimate long-term goal of overtaking Topshop.

Challenge:

Promote new upcoming fashions and ranges, increase ASOS’s number of Facebook fans and drive sales and awareness. Somehow we also had to encourage fans to wear their ‘Fan of ASOS’ badge in their social space, in order to drive new followers.

Insight:

We had to tread carefully. Research shows that Facebook users primarily want to connect with family and friends, not brands. Anything overtly pushy is rejected immediately. We had to redesign the ASOS fan pages with particular sensitivity to current fans, involving them in campaigns and providing exclusive content, offers and incentives that they would naturally forward on to friends without prompting.

Solution:

The ‘Find the Face of ASOS Denim’ campaign invited Facebook fans to send in their photos (or their friend’s) and vote for the new model (and face) of ASOS Denim. The prize was a modelling contract with a top London agent. We created a new Facebook tab and bespoke landing pages for the campaign, inviting fans to write on each other’s walls and help spread the buzz. ASOS’s profile page promoted the competition, status updates called for more votes, and we created individual profile pages for each of the 30 finalists, encouraging their network of friends to vote for them. In order to vote and enter you had to be a fan, thus driving sign up. The winner was chosen at an event at ASOS’s offices with Facebook updates and behind-the-scenes photos drip-fed throughout the photo shoot.

Results:

A 2.6% increase in ASOS Denim sales and a significant increase in the number of weekly new fan sign-ups during the 2-week campaign period (beating Topshop’s weekly growth). ASOS’s Facebook site currently has 161,000 fans and counting since we began our activity, a 6.8% growth.

AJR
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