The challenge was to drive awareness of the ASOS brand among guys aged 18-25. Young men are less engaged with fashion than young women. Influenced by their peers, they seek inspiration from people they admire, not from traditional fashion sources. Men look to culture, not catwalks.

Launch the campaign
Published
September 2012
Topics

The Story

The challenge was to drive awareness of the ASOS brand among guys aged 18-25. Young men are less engaged with fashion than young women. Influenced by their peers, they seek inspiration from people they admire, not from traditional fashion sources. Men look to culture, not catwalks.

We showcased the new ASOS collection by creating a totally interactive entertainment experience featuring incredible performances from street talent across the globe. To maximize reach, we ensured that the breadth of content could be easily shared across social channels. Cutting-edge shoppable video allowed us to sell the collection with seamless e-commerce functionality. A sleek, tech-style design was born with simple unfolding roll-over animations to maximize the breadth of content without overwhelming the user.

The Technology

  •  

    Social

    Social Media

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    Video

    Video

The Results

Urban Tour had 7.36 million global views in just 11 weeks and was the third most popular campaign on YouTube in 2011 (UK). An impressive 32% of UK men aged 16-34 saw at least one element of the campaign, resulting in nearly 500,000 additional men visiting ASOS.com within three months. On a media budget of £500,000 (the cost of a dozen fashion spreads), Urban Tour delivered incremental revenue of £2 million. Awareness doubled from 13% to 24%, overtaking Topman, and 24% of visitors to the site were new to ASOS, while 14% of visitors purchased within seven minutes of watching the content (easily beating the target of 5%).

7.36

million global views

0.14

purchased within 7 mins

Launch Date 14 September 2011