SITUATION

After conquering the UK, ASOS engaged YMC to help develop a global student strategy to first take the US by storm and quickly grow awareness and preference, drive acquisition, and supercharge sales across the world.

SOLUTION

YMC recommended focusing on influential female and male millennials, specifically college students at the campus level, to execute a physical and digital integrated marketing campaign including a peer-to-peer, experiential, and social program based on the following:

  • A digital student hub called Campus Crash, drawing organic social content from #ASOSonCampus and school-specific hashtags
  • Student brand ambassador planned fashion events and experiences
  • Promoted social- and fashion-focused contests and sweepstakes opportunities
  • Once-in-a-lifetime career/internship opportunities
  • Non-stop user-generated content being created by thousands of students
  • A multi-tiered program structure to maximize resources around key selling periods

RESULTS

  • $400,000+ in sales generated from the #ASOSonCampus program each week, representing nearly 3% of total global sales
  • Over 15 million organic impressions generated through physical event execution, organic content creation, and student ambassador social outreach
  • 55% growth in sales above projections within program campus mailing codes, representing over 15% of total nationwide sales
  • Average acquisition of over 1,100 new customers per week directly attributed to the student program

ASOS Campus Crash Microsite 

Photos