Asos has launched a three-week campaign on TikTok in the UK and US, backed by a dedicated #AySauce Branded Hashtag Challenge, In-Feed Ads, a bespoke music track, and an interactive augmented reality (AR) experience with TikTok’s Branded Effects.
Asos has worked in collaboration with marketing technology agency Byte and TikTok to conceive and produce the campaign, which will involve more than 25 leading content creators in the UK and US, with a combined following of over 219 million.
US talent includes Loren Gray the original queen of TikTok, creator sensation Michael Le and Jordan Fisher from Netflix’s Work It. UK talent includes Britain’s biggest TikTok personality Holly H, Luke Trotman of Love Island and social media duo the Neffati Brothers, renowned for their comedy sketches.
The campaign kicked off on 24 August, where all TikTok users in the UK were greeted with Asos content upon opening the app through the platform’s TopView advertising solution. TopView is a highly immersive, premium placement, which is the first video a user sees when they open TikTok, occupying the whole screen to drive brand awareness and engagement results, encouraging likes, comments, shares and follows.
Continuing the activation, Asos is launching an #AySauce Branded Hashtag Challenge Plus on the platform from 31st August, which will ask target audiences over the following week to showcase three outfits of their choice in 15 seconds, using their own creativity and personality to bring their looks to life. Challenge participants will be able to explore more content from Asos through an extra ‘Explore’ tab on the challenge page. Asos will also run In-Feed Ads throughout the campaign to reach TikTok users in their personalised ‘For You’ feeds where this video format fits seamlessly alongside user-generated content.