Online fashion retailer Asos has launched its Christmas advertising campaign, which includes a cross-platform multi-media approach, and features a series of three 90-second “shoppable films”. Starring British singer-songwriter Ellie Goulding, model Charlotte Free and American rapper Azealia Banks, the campaign, entitled ‘Best Night Ever’, showcases each of the stars personal style across images, video, and editorial content, which will all be promoted heavily through the retailer’s social media channels.
Created in-house by ASOS in partnership with content marketing agency Future Collective, the theme of the e-tailer’s global seasonal campaign will be brought to life through digitally-focused, mobile driven initiatives, including a ‘global party feed’ on Facebook that will highlight the retailer’s customer Christmas parties using photography app Instagram.
Each ‘face’ appears in their own “shoppable film”, which allows users to click-to-purchase from within the video itself through, and the technology also allows customers to capture screenshots of their preferred pieces and post them directly to social media network Pinterest as part of the brand’s ‘Pin-to-win’ competition.
Commenting on the interactive project, Asos marketing director, Terri Westlake, said: “Global customer engagement is a major focus for Asos, so that’s what we are aiming for."
“To support our peak trading period, we specifically built this campaign – with fashion-related, shareable, digital content – around three women who each have a unique sense of style and appeal as individuals to our customers for different reasons, driving interaction across a broad base internationally.”
Asos has more than five million active customers worldwide, as well as nearly two million fans on Facebook and just over 400,000 followers on Twitter. The retailer’s festive campaign will run in the UK and the US across online, mobile and tablet, and the stars will be utilised in the brand’s magazine.