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CASE STUDY: ASOS.com and America's Next Top Model on LIVING

Provided by ids
ASOS.com sponsors LIVING's top rated programme to increase it's public profile.

What was the Challenge / Background of the Campaign?

ASOS.com is an online clothing store which originated as As Seen On Screen, copying celebrity styles, but now offers a wide range of clothing and accessories at all price points. The site has grown rapidly to become the second most visited online clothing store in the UK, behind Next.co.uk. Previous advertising had been limited to women's press in titles such as Grazia.

What was the Campaign Objective?

ASOS.com required an advertising campaign which pushed the brand to the forefront of consumers' minds, heightened awareness, drove more traffic through the website and ultimately generated more sales.

What was the Solution?

ids worked with ASOS.com to arrange the sponsorship of America's Next Top Model on LIVING for three months spanning Jan-Apr '07. The combination of fashion-orientated editorial environment & LIVING's top rating programme offered ASOS.com the opportunity to greatly increase its public profile. A competition also ran on LIVINGtv.co.uk for chances to win pairs of Rock&Republic jeans. ASOS.com fully integrated its sponsorship of Americas Next Top Model nationally across the media mix, using promotional airtime, an outdoor poster campaign, flyers, in-salon broadcasts & online.

What were the Results?

Brand awareness among LIVING viewers rose by +53% over the 3 month campaign. Positive brand perceptions increased over the 2 waves. Those seeing the sponsorship were 144% more likely to agree that ASOS.com is a sexy brand, 58% more likely to agree that it is stylish & 26% more likely to say it is fashionable ASOS.com's sales in the first quarter of 2007 were + 111% YOY The sponsorship reached 5.8 million individuals. Those who recalled the ASOS.com activity were more positive about the brand on every attribute tested. They were also much more likely to have visited ASOS.com

What were the Key Learnings of this Campaign?

Between the pre and the post stages of the research, traffic through the ASOS.com website increased by +13% and claimed likelihood to visit the site within the next 6 months increased by almost +50%. Of those who were exposed to ASOS.com's advertising, 6 in 10 said they intended to visit the website in the next 6 months.

BudgetReach & FrequencyTarget AudienceMedia Used
Contact for detailsWomen 16-34
16 - 24
25 - 34
Female
All
ABC1
C2
Main Shopper
TV
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
NATIONALAll YearBUILD AWARENESSSPONSORSHIP / MEDIA
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