Online fashion retailer Asos has partnered with VaynerMedia as its strategic media agency.

As part of the partnership, the duo will focus on brand building with more full-funnel marketing this year.

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The media agency will have a broad remit that predominantly covers global media strategy and execution, it revealed.

The partnership will be led out of London but supported via offices across its global footprint with a focus on North America.

Asos Senior Customer Director Dan Elton said: “Partnering with VaynerMedia is an exciting and positive step that we are taking in a wider brand-building drive.

“During the pitch process, it was the deep understanding of their whole team as practitioners that stood out for us.”

VaynerMedia EMEA, Vice President, Ed Turner added: “We’re absolutely thrilled to start working with Asos.

“From the start of the process we felt like our social at the centre, consumer up, full-service model was perfectly aligned with what Asos were looking for. I can’t wait to support them on their growth plans in 2024 and beyond.”

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The ‘#AySauce’ campaign, created in collaboration with Byte London, features a dedicated branded hashtag challenge, in-feed ads, a bespoke music track, and an interactive augmented reality (AR) experience with TikTok’s branded effects. Talent involved in the campaign includes Holly H, Luke Trotman from Love Island, the Neffati Brothers, Loren Gray, Micheal Le, and Jordan Fisher.

“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,” said John Mooney, Brand Creative Director at ASOS. “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.”

Starting today, all TikTok users in the UK will be greeted by ASOS content when opening the app. Then, from 31 August, the #AySauce challenge will ask target audiences to showcase three outfits of their choice in 15 seconds. Those participating in the challenge will be able to explore more ASOS content via an extra ‘Explore’ tab on the challenge page.

In-feed ads will run throughout the campaign to reach users in their personalised ‘For You’ feeds. And ASOS has commissioned and produced its own track with KARM and co-created a branded effect AR experience with Byte.

In the US, ASOS will run in-feed ads from 31 August until 14 September alongside creator content.

“TikTok’s format and joyful tone encourages brands to be authentic and creative in a fully immersive, no judgement world,” said Inam Mahmood, Managing Director of Global Business Solutions UK at TikTok. “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. We’re excited to see the results we can help to deliver for ASOS across the UK and US.”

The post ASOS launches branded hashtag challenge campaign on TikTok appeared first on Mobile Marketing Magazine.

The tool was first introduced to ASOS iOS app in the UK last summer, and currently searches over 85,000 products available through the retailer, with 5,000 new items added weekly. Cutsomers can use any image from their phone camera roll, including pictures they have taken out and about, images from magazines and even screenshots from social media.

ASOS was founded in 2000, and has become a prime example of a mobile-led retailer, with 80 per cent of UK traffic and 70 per cent of orders now arriving via a mobile device. Customers average 80 minutes per month browsing its iOS app, which is one of the highest-rated shopping apps in the App Store.

“We know this is where our customers are and its how they interact with us every day, so were always looking for mobile-native ways to make their experience even better,” said Andy Berks, ASOS digital product director. “Ever since ASOS was founded, weve been driven to delight our customers and improve their lives in little ways by using innovation. But our technology has always been in their service, and never just for its own sake.”

ASOS isnt the only retailer to produce a visual search tool, however. eBay has an Image Search function, and Pinterest, while not a direct retailer, also has its Lens tool that enables users to find similar items on its platform, which can often then be purchased through its Buyable Pin ad unit.

The post ASOS Style Match visual recognition tool gets worldwide rollout appeared first on Mobile Marketing Magazine.

Customers will be able to use any image from their phone camera roll to search through ASOS’ range, including pictures of friends, photos from magazines or screenshots from social media. The visual search tool will appear as a camera icon within the app’s search bar, and also enables users to quickly snap an item of clothing they see when they’re out and about to look for it on ASOS.

ASOS was founded in 2000, and initially focused on enabling customers to buy items of clothing they had seen on television and in films, but quickly evolved into one of the world’s leading fashion retailers. The company now employs a tech team of 900 people, with plans to add 200 more next year.

The firm has embraced mobile as it has grown, and today sees 80 per cent of UK traffic and 70 per cent of orders arrive via a mobile device. The iOS app is one of the highest-rated shopping apps in the Apple app store, and customers average 80 minutes per month spent browsing within it.

“We know this is where our customers are and it’s how they interact with us every day, so we are always looking for ways that are mobile native to make their experience even better,” said Andy Berks, digital product director at ASOS.

“Ever since ASOS was founded, we have been driven by using innovation to delight our customers and improve their lives in little ways. But our technology has always been in their service, and never just for its own sake. Our latest tech, visual search, is a case in point: inspiration can strike you anywhere and at any time – whether it’s a photo in a magazine, scrolling through an Instagram feed or even on a local street corner.

“Now, with just a couple of taps of their mobile device, ASOS customers can capture that fleeting moment and instantly search our 85,000 product lines to find the item that’s inspired them – or similar – at just the right time.”

ASOS’ focus on technology will continue, with its developers strengthening its AI-powered recommendation engine and holding regular internal hackathons to develop new customer-centred innovations. An Android version of the visual search tool is planned for rollout in the UK soon.

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