Asos continues to double down on marketing with international ad campaign

Asos has invested a seven-figure sum into a new ad campaign that will target 20-something shoppers in the UK, France and US over the next three months after seeing strong results from upping its marketing spend earlier this year.

The work was developed by Asos Creative Lab, The Sunshine Company, Byte London and Smuggler Productions, and will run across VOD, social and programmatic channels during the key Christmas period.

At the heart of the push is a spot directed by Ricky Saiz, which features lives playing out in different cities to show how fashion inspiration comes from everywhere.

It features up-and-coming musician Sasha Keable, philanthropist Eva Apio and activist Gabrielle Richardson, aka Frida Cash Flow. The influencers also submitted self-filmed footage for inclusion in over 150 pieces of work that will run across social media during the campaign’s run.

“It’s incredibly exciting to be launching this new advertising,” said John Mooney, global brand creative director at Asos.

“It’s smartly planned, targeted and timed, and the creative embodies Asos’s belief that inspiration comes from everywhere, no matter who or where you are, while positioning the brand as a creator, curator and champion of style. The screens have changed, but at our core we’re still about as seen on screen.”

Its return to Christmas advertising comes after the fashion giant saw the benefits from increased investment into marketing over the past year.

Its most recent earnings report shows that for the first half of 2021 it upped its marketing spend to £108.9m, having spent just £69.3m in the same period the previous year.

Asos has also been experimenting on new platforms where it can showcase the brand. Last week it inked a multi-million-dollar deal with esports firm Fnatic, which will see it co-develop online and offline activations and create branded in-game experiences and digital content.