Case Background
ASOS is a UK-based online fashion retailer, featuring over 850 brands and offering global delivery capabilities. Its status as a household name in the e-commerce industry is not only due to ASOS being at the forefront of trends, but also because they consistently spark new waves of popularity. To enhance brand awareness and engagement through digital-native content, ASOS sought support from their marketing technology agency Byte (a global Tuke impact partner) and Tuke, aiming to tap into the limitless creative potential of a trend-driven, innovative, and content-centric community.
Solution
With the assistance of agency Byte, ASOS decided to adopt Tuke’s most far-reaching ad format—the Brand Challenge Plus. Byte designed the campaign theme #AySauceChallenge (Creative Outfit Challenge), which was both novel and highly creative. This three-week challenge invited community users in the UK and US to “ignite the ASOS craze” by showcasing a series of outfit changes in their videos, accompanied by custom music and interactive AR commercial stickers, displaying their most outstanding fashion combinations.
The Brand Challenge Plus ad included a Tuke trending topic promotion slot, as well as a series of other ad resources such as TopView, One Day Max, and in-feed GD (Brand Premium In-Feed Ads), which significantly increased exposure for the campaign and successfully attracted users to the challenge aggregation page where all UGC works were collected. In addition, ASOS collaborated with 28 well-known creators from the UK and US, including @abbyrartistry, @estare, @elmo, and @lorengray, to launch the challenge and provide creative inspiration for users, which also boosted ASOS’s brand credibility on the platform. Partnering with creators enabled ASOS to reach a wider fan base and paved the way for large-scale engagement.
Marketing Results
Globally, this campaign achieved over 1.2 billion video views in just 6 days, with 167,000 users participating and an impressive 488,000 videos created—far exceeding expectations. Moreover, the campaign’s engagement rate reached 15.79%, well above the average. ASOS conducted a brand lift study for this campaign, and the results were highly encouraging: the activity increased ASOS’s brand awareness by 25%, and its association with “fashion” rose by 10%. Additionally, ad recall improved by 50%.
