“Discover
fashion online”. It not only encapsulates ASOS’ business model but also fits
perfectly into an ever smaller, ever more connected world. In spite of the wishes of the British public
globalisation is happening and ASOS know this. Their specific targeting of the
18-30 age group means that they invest very little in conventional advertising
instead focusing mainly on digital social media based campaigns. They have been
immensely successful in achieving this goal to date as seen through the sheer
number of followers they have on Twitter, c. 1m, as well as over 4 million
likes to date on Facebook...
They also
showed astute judgement in their sponsorship of Mclaren in 2014, they paid for
ASOS to be placed on the rear wing for the opening race of the season. However
due to a unique set of circumstances, it stayed there for the rest of the year
free of charge. This allowed them invaluable global visibility at a time when
they had just opened international offices in China, the USA and Germany and
launched a specialist Chinese website. With rounds of F1 being held in all
those countries.
Their latest use of
social media to garner attention and media coverage has been on point during
the Euros this year, with their offering of a modelling job for Birkir
Bjarnason, the Icelandic midfielder nicknamed Thor, receiving attention in the
national press showing their prowess in self promotion.
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