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ASOS X Black Project

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ASOS X Black Project

  1. 1. Wei-Ting Su Winter 2013 ASOS x Black Digital Marketing Strategy
  2. 2. ASOS x BLACK 1. Target audience • 18- 34 year-old female and male • Aware of fashion and style
  3. 3. 2. Tools & Tactics • • • • • • Facebook Twitter Pinterest Instagram Google AdWords Mobile app
  4. 4. 2. Tools & Tactics 1. Facebook • At least 3 posts should be generated everyday I. Daily black and white outfits II. Promotions for Pinterest contests and the mobile app. III. Style suggestions from bloggers, stylists, magazine editors
  5. 5. 2. Tools & Tactics 2. Twitter • Generate 7 posts everyday I. Monitor keyword search II. Target consumers by using hashtags III. Respond and interact IV.Bring new followers
  6. 6. 2. Tools & Tactics 3. Pinterest • Hold a Pinterest contest and encourage consumers to pin their favorite black and white items through ASOS website
  7. 7. 2. Tools & Tactics 3. Pinterest • Add “ASOS x Black” pin board to the ASOS Pinterest page • Share black items and outfits regularly on the pin board
  8. 8. 2. Tools & Tactics 4. Instagram #asosxblack2013 #blackoutfit #blacknwhite #asos2013
  9. 9. 2. Tools & Tactics 5. Google AdWords Step 1: 12/1- 12/15 30 Ads try-out Step 2: 12/16 Campaign starts What to wear for winter? www.asos.com Get your daily fix and freshest style. ASOSx Black 2013 www.asos.com Check out ASOS winter colloection! Winter sale!
  10. 10. 2. Tools & Tactics 6. Mobile app • ASOS virtual closet app • Featured with the function of online shopping, virtual mix and match, and daily style recommendation
  11. 11. 3. Key Performance Indicator • Google Analytics • Keep track of the sales and revenue • New keywords
  12. 12. 4. Budget ($5,000+$45,000*3 (months) = $150,000 1. Agency Service Charge: $5,000/ month 2. Google Adwords: $45,000/ month • Comprehensive digital marketing strategy • Generate posts • Holding Pinterest contests • Monitoring social media accounts 15* $1(cost per click)* 100 (minimum clicks)= $ 1,500/ day
  13. 13. 5. Summary Inform, inspire, and Involve • Utilize the existing social media tools thoroughly • Continue enhancing brand image • Keep informing consumers “what’s new” and further get consumers involved in ASOS community

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