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Aug 25, 2020
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Asos targets UK and US consumers with major three-week TikTok campaign

Published
Aug 25, 2020

Asos has partnered with popular social media app TikTok to launch a three-week campaign that will reach millions of young consumers in the UK and US.



The specifically-designed partnership includes an #AySauce branded hashtag challenge, in-feed ads, a bespoke music track and an interactive augmented reality experience created with TikTok’s branded effects.

Kicking off this week, the campaign involves more than 25 leading content creators in the UK and US, with a combined following of over 219 million. 

Asos worked in collaboration with UK marketing technology agency Byte and TikTok to conceive and produce the campaign, which comes amid rising scrutiny of the Chinese-owned video-sharing app in the US. 

According to details released in a TikTok lawsuit against the US government, the social media firm has about 100 million monthly active users in the US. Boosted by the coronavirus lockdown, the number of US users soared by more than 64 million between January and June 2020. 

The vast majority of these users are thought to be in the 18-24 age range, although there are also plenty of 25- to 34-year olds using the app daily to share and consume content. According to a YouGov survey, 27% of 18- to 24- year olds have downloaded the app in the UK. 

The Asos campaign is TikTok’s biggest advertising deal yet. Starting this Tuesday, all TikTok users in the UK will be greeted with Asos content upon opening the app. Meanwhile, an #AySauce Branded hashtag challenge will ask target audiences to showcase three outfits of their choice in 15 seconds, using their own creativity and personality to bring their looks to life. 



Extra content from Asos will be available through an ‘Explore’ tab on the challenge page, and In-Feed Ads will run throughout the campaign to reach TikTok users in their personalised ‘For You’ feeds.

Asos has also commissioned and produced its own track with Karm and co-created a unique Branded Effect AR experience. 

John Mooney, brand creative director at Asos, said: “We’re always evolving our content, social media strategy and channel focus to ensure we’re staying relevant to our fashion-loving 20-something customers. TikTok is a growing part of that mix, and we’re excited to see how our social content team can engage our customers in new ways through the #AySauce hashtag challenge over the coming weeks.”

Inam Mahmood, managing director of global business solutions, UK, at TikTok added: “TikTok’s format and joyful tone encourages brands to be authentic and creative in a fully immersive, no-judgement world. The team at Asos has really leaned into this and shown with its campaign that it understands what makes the platform unique – community, music and creativity.”

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