SlideShare a Scribd company logo
Wei-Ting Su

Winter 2013

ASOS x Black
Digital Marketing Strategy
ASOS x BLACK

1.
Target audience
• 18- 34 year-old female and male
• Aware of fashion and style
2.
Tools &
Tactics
•
•
•
•
•
•

Facebook
Twitter
Pinterest
Instagram
Google AdWords
Mobile app
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
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
2.
Tools &
Tactics
3.
Pinterest
• Hold a Pinterest contest and
encourage consumers to pin
their favorite black and white
items through ASOS website
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
2.
Tools &
Tactics
4.
Instagram
#asosxblack2013
#blackoutfit
#blacknwhite
#asos2013
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!
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
3.
Key Performance Indicator

• Google Analytics
• Keep track of the sales and
revenue
• New keywords
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
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

More Related Content

Viewers also liked

Project 1, Social media strategy, UFSMM Fall 2016
Project 1, Social media strategy, UFSMM Fall 2016Project 1, Social media strategy, UFSMM Fall 2016
Project 1, Social media strategy, UFSMM Fall 2016
Zee Krstic
 
420 presentation For ASOS.com
420 presentation For ASOS.com420 presentation For ASOS.com
420 presentation For ASOS.com
MengqiZheng
 
Setting and Measuring Social Media Objectives
Setting and Measuring Social Media ObjectivesSetting and Measuring Social Media Objectives
Setting and Measuring Social Media Objectives
NikComm Inc.
 
Asos #Creativitymktg
Asos #CreativitymktgAsos #Creativitymktg
Asos #Creativitymktg
Alexa Baumgaertner
 
Zara - Digital Media Strategy
Zara  - Digital Media StrategyZara  - Digital Media Strategy
Zara - Digital Media Strategy
Hannah Davis
 
KOOVS
KOOVSKOOVS
Nike+
Nike+Nike+
KENZO_PROJECT copy
KENZO_PROJECT copyKENZO_PROJECT copy
KENZO_PROJECT copy
Isaac Bevere
 
Your Fashion Brand's Social Media Strategy
Your Fashion Brand's Social Media StrategyYour Fashion Brand's Social Media Strategy
Your Fashion Brand's Social Media Strategy
Kanzi Kamel
 
Social media strategy for apparel Brand Case study: "Raymonds Complete man",S...
Social media strategy for apparel Brand Case study: "Raymonds Complete man",S...Social media strategy for apparel Brand Case study: "Raymonds Complete man",S...
Social media strategy for apparel Brand Case study: "Raymonds Complete man",S...
Foresight Opticals
 
Zara - A Digital Strategy
Zara - A Digital Strategy Zara - A Digital Strategy
Zara - A Digital Strategy
Leigha Acton
 

Viewers also liked (11)

Project 1, Social media strategy, UFSMM Fall 2016
Project 1, Social media strategy, UFSMM Fall 2016Project 1, Social media strategy, UFSMM Fall 2016
Project 1, Social media strategy, UFSMM Fall 2016
 
420 presentation For ASOS.com
420 presentation For ASOS.com420 presentation For ASOS.com
420 presentation For ASOS.com
 
Setting and Measuring Social Media Objectives
Setting and Measuring Social Media ObjectivesSetting and Measuring Social Media Objectives
Setting and Measuring Social Media Objectives
 
Asos #Creativitymktg
Asos #CreativitymktgAsos #Creativitymktg
Asos #Creativitymktg
 
Zara - Digital Media Strategy
Zara  - Digital Media StrategyZara  - Digital Media Strategy
Zara - Digital Media Strategy
 
KOOVS
KOOVSKOOVS
KOOVS
 
Nike+
Nike+Nike+
Nike+
 
KENZO_PROJECT copy
KENZO_PROJECT copyKENZO_PROJECT copy
KENZO_PROJECT copy
 
Your Fashion Brand's Social Media Strategy
Your Fashion Brand's Social Media StrategyYour Fashion Brand's Social Media Strategy
Your Fashion Brand's Social Media Strategy
 
Social media strategy for apparel Brand Case study: "Raymonds Complete man",S...
Social media strategy for apparel Brand Case study: "Raymonds Complete man",S...Social media strategy for apparel Brand Case study: "Raymonds Complete man",S...
Social media strategy for apparel Brand Case study: "Raymonds Complete man",S...
 
Zara - A Digital Strategy
Zara - A Digital Strategy Zara - A Digital Strategy
Zara - A Digital Strategy
 

Similar to ASOS X Black Project

Social Media Research
Social Media ResearchSocial Media Research
Social Media Research
Nathaniel Ventura
 
O.P.I. | Digital Strategy
O.P.I. | Digital Strategy O.P.I. | Digital Strategy
O.P.I. | Digital Strategy
Isis Hung
 
Pinterest
PinterestPinterest
Pinterest
Asmaa Moussa
 
Social Media Landscape 2012
Social Media Landscape 2012Social Media Landscape 2012
Social Media Landscape 2012
Jodi Gersh
 
Adv 420 Final Project
Adv 420 Final Project  Adv 420 Final Project
Adv 420 Final Project
kathryntwalker
 
Pinterest for Retailers
Pinterest for RetailersPinterest for Retailers
Pinterest for Retailers
Sharad Verma
 
Ausra
AusraAusra
Pinterest marketing campaign
Pinterest marketing campaignPinterest marketing campaign
Pinterest marketing campaign
Nicole Price
 
Ian maikisch social media strategy
Ian maikisch social media strategyIan maikisch social media strategy
Ian maikisch social media strategy
Ian Maikisch
 
Pinterest
PinterestPinterest
Pinterest
Katie Shuford
 
Hut no. 8 UFSMM
Hut no. 8 UFSMMHut no. 8 UFSMM
Hut no. 8 UFSMM
Danica Williams
 
Using Social Media to support your next fundraising event
Using Social Media to support your next fundraising eventUsing Social Media to support your next fundraising event
Using Social Media to support your next fundraising event
Sandra Luther
 
Shake Shack Inc. Social Media Strategy - Andrea Rodriguez
Shake Shack Inc. Social Media Strategy -  Andrea RodriguezShake Shack Inc. Social Media Strategy -  Andrea Rodriguez
Shake Shack Inc. Social Media Strategy - Andrea Rodriguez
andre2403r
 
Sm analysis advertisements
Sm analysis advertisementsSm analysis advertisements
Sm analysis advertisements
MichelleTovar2
 
The Body Shop Digital Marketing Campaign
The Body Shop Digital Marketing Campaign The Body Shop Digital Marketing Campaign
The Body Shop Digital Marketing Campaign
cindyqian
 
Adv 420 final project
Adv 420 final project Adv 420 final project
Adv 420 final project
leeanneraee
 
Revolve Social Media Audit
Revolve Social Media AuditRevolve Social Media Audit
Revolve Social Media Audit
University of Florida
 
TBWA - Global Ad Agency
TBWA - Global Ad Agency TBWA - Global Ad Agency
TBWA - Global Ad Agency
Madison Vorbrich
 
Social media audit pdf
Social media audit pdfSocial media audit pdf
Social media audit pdf
Sophia Guerra
 
Social Media Strategy
Social Media StrategySocial Media Strategy
Social Media Strategy
Aubrey Arena
 

Similar to ASOS X Black Project (20)

Social Media Research
Social Media ResearchSocial Media Research
Social Media Research
 
O.P.I. | Digital Strategy
O.P.I. | Digital Strategy O.P.I. | Digital Strategy
O.P.I. | Digital Strategy
 
Pinterest
PinterestPinterest
Pinterest
 
Social Media Landscape 2012
Social Media Landscape 2012Social Media Landscape 2012
Social Media Landscape 2012
 
Adv 420 Final Project
Adv 420 Final Project  Adv 420 Final Project
Adv 420 Final Project
 
Pinterest for Retailers
Pinterest for RetailersPinterest for Retailers
Pinterest for Retailers
 
Ausra
AusraAusra
Ausra
 
Pinterest marketing campaign
Pinterest marketing campaignPinterest marketing campaign
Pinterest marketing campaign
 
Ian maikisch social media strategy
Ian maikisch social media strategyIan maikisch social media strategy
Ian maikisch social media strategy
 
Pinterest
PinterestPinterest
Pinterest
 
Hut no. 8 UFSMM
Hut no. 8 UFSMMHut no. 8 UFSMM
Hut no. 8 UFSMM
 
Using Social Media to support your next fundraising event
Using Social Media to support your next fundraising eventUsing Social Media to support your next fundraising event
Using Social Media to support your next fundraising event
 
Shake Shack Inc. Social Media Strategy - Andrea Rodriguez
Shake Shack Inc. Social Media Strategy -  Andrea RodriguezShake Shack Inc. Social Media Strategy -  Andrea Rodriguez
Shake Shack Inc. Social Media Strategy - Andrea Rodriguez
 
Sm analysis advertisements
Sm analysis advertisementsSm analysis advertisements
Sm analysis advertisements
 
The Body Shop Digital Marketing Campaign
The Body Shop Digital Marketing Campaign The Body Shop Digital Marketing Campaign
The Body Shop Digital Marketing Campaign
 
Adv 420 final project
Adv 420 final project Adv 420 final project
Adv 420 final project
 
Revolve Social Media Audit
Revolve Social Media AuditRevolve Social Media Audit
Revolve Social Media Audit
 
TBWA - Global Ad Agency
TBWA - Global Ad Agency TBWA - Global Ad Agency
TBWA - Global Ad Agency
 
Social media audit pdf
Social media audit pdfSocial media audit pdf
Social media audit pdf
 
Social Media Strategy
Social Media StrategySocial Media Strategy
Social Media Strategy
 

Recently uploaded

Enchancing adoption of Open Source Libraries. A case study on Albumentations.AI
Enchancing adoption of Open Source Libraries. A case study on Albumentations.AIEnchancing adoption of Open Source Libraries. A case study on Albumentations.AI
Enchancing adoption of Open Source Libraries. A case study on Albumentations.AI
Vladimir Iglovikov, Ph.D.
 
UiPath Test Automation using UiPath Test Suite series, part 5
UiPath Test Automation using UiPath Test Suite series, part 5UiPath Test Automation using UiPath Test Suite series, part 5
UiPath Test Automation using UiPath Test Suite series, part 5
DianaGray10
 
PCI PIN Basics Webinar from the Controlcase Team
PCI PIN Basics Webinar from the Controlcase TeamPCI PIN Basics Webinar from the Controlcase Team
PCI PIN Basics Webinar from the Controlcase Team
ControlCase
 
Climate Impact of Software Testing at Nordic Testing Days
Climate Impact of Software Testing at Nordic Testing DaysClimate Impact of Software Testing at Nordic Testing Days
Climate Impact of Software Testing at Nordic Testing Days
Kari Kakkonen
 
How to use Firebase Data Connect For Flutter
How to use Firebase Data Connect For FlutterHow to use Firebase Data Connect For Flutter
How to use Firebase Data Connect For Flutter
Daiki Mogmet Ito
 
Presentation of the OECD Artificial Intelligence Review of Germany
Presentation of the OECD Artificial Intelligence Review of GermanyPresentation of the OECD Artificial Intelligence Review of Germany
Presentation of the OECD Artificial Intelligence Review of Germany
innovationoecd
 
Data structures and Algorithms in Python.pdf
Data structures and Algorithms in Python.pdfData structures and Algorithms in Python.pdf
Data structures and Algorithms in Python.pdf
TIPNGVN2
 
20240605 QFM017 Machine Intelligence Reading List May 2024
20240605 QFM017 Machine Intelligence Reading List May 202420240605 QFM017 Machine Intelligence Reading List May 2024
20240605 QFM017 Machine Intelligence Reading List May 2024
Matthew Sinclair
 
Pushing the limits of ePRTC: 100ns holdover for 100 days
Pushing the limits of ePRTC: 100ns holdover for 100 daysPushing the limits of ePRTC: 100ns holdover for 100 days
Pushing the limits of ePRTC: 100ns holdover for 100 days
Adtran
 
Alt. GDG Cloud Southlake #33: Boule & Rebala: Effective AppSec in SDLC using ...
Alt. GDG Cloud Southlake #33: Boule & Rebala: Effective AppSec in SDLC using ...Alt. GDG Cloud Southlake #33: Boule & Rebala: Effective AppSec in SDLC using ...
Alt. GDG Cloud Southlake #33: Boule & Rebala: Effective AppSec in SDLC using ...
James Anderson
 
National Security Agency - NSA mobile device best practices
National Security Agency - NSA mobile device best practicesNational Security Agency - NSA mobile device best practices
National Security Agency - NSA mobile device best practices
Quotidiano Piemontese
 
Let's Integrate MuleSoft RPA, COMPOSER, APM with AWS IDP along with Slack
Let's Integrate MuleSoft RPA, COMPOSER, APM with AWS IDP along with SlackLet's Integrate MuleSoft RPA, COMPOSER, APM with AWS IDP along with Slack
Let's Integrate MuleSoft RPA, COMPOSER, APM with AWS IDP along with Slack
shyamraj55
 
Essentials of Automations: The Art of Triggers and Actions in FME
Essentials of Automations: The Art of Triggers and Actions in FMEEssentials of Automations: The Art of Triggers and Actions in FME
Essentials of Automations: The Art of Triggers and Actions in FME
Safe Software
 
Cosa hanno in comune un mattoncino Lego e la backdoor XZ?
Cosa hanno in comune un mattoncino Lego e la backdoor XZ?Cosa hanno in comune un mattoncino Lego e la backdoor XZ?
Cosa hanno in comune un mattoncino Lego e la backdoor XZ?
Speck&Tech
 
How to Get CNIC Information System with Paksim Ga.pptx
How to Get CNIC Information System with Paksim Ga.pptxHow to Get CNIC Information System with Paksim Ga.pptx
How to Get CNIC Information System with Paksim Ga.pptx
danishmna97
 
Mind map of terminologies used in context of Generative AI
Mind map of terminologies used in context of Generative AIMind map of terminologies used in context of Generative AI
Mind map of terminologies used in context of Generative AI
Kumud Singh
 
“Building and Scaling AI Applications with the Nx AI Manager,” a Presentation...
“Building and Scaling AI Applications with the Nx AI Manager,” a Presentation...“Building and Scaling AI Applications with the Nx AI Manager,” a Presentation...
“Building and Scaling AI Applications with the Nx AI Manager,” a Presentation...
Edge AI and Vision Alliance
 
GraphSummit Singapore | Enhancing Changi Airport Group's Passenger Experience...
GraphSummit Singapore | Enhancing Changi Airport Group's Passenger Experience...GraphSummit Singapore | Enhancing Changi Airport Group's Passenger Experience...
GraphSummit Singapore | Enhancing Changi Airport Group's Passenger Experience...
Neo4j
 
Unlock the Future of Search with MongoDB Atlas_ Vector Search Unleashed.pdf
Unlock the Future of Search with MongoDB Atlas_ Vector Search Unleashed.pdfUnlock the Future of Search with MongoDB Atlas_ Vector Search Unleashed.pdf
Unlock the Future of Search with MongoDB Atlas_ Vector Search Unleashed.pdf
Malak Abu Hammad
 
Uni Systems Copilot event_05062024_C.Vlachos.pdf
Uni Systems Copilot event_05062024_C.Vlachos.pdfUni Systems Copilot event_05062024_C.Vlachos.pdf
Uni Systems Copilot event_05062024_C.Vlachos.pdf
Uni Systems S.M.S.A.
 

Recently uploaded (20)

Enchancing adoption of Open Source Libraries. A case study on Albumentations.AI
Enchancing adoption of Open Source Libraries. A case study on Albumentations.AIEnchancing adoption of Open Source Libraries. A case study on Albumentations.AI
Enchancing adoption of Open Source Libraries. A case study on Albumentations.AI
 
UiPath Test Automation using UiPath Test Suite series, part 5
UiPath Test Automation using UiPath Test Suite series, part 5UiPath Test Automation using UiPath Test Suite series, part 5
UiPath Test Automation using UiPath Test Suite series, part 5
 
PCI PIN Basics Webinar from the Controlcase Team
PCI PIN Basics Webinar from the Controlcase TeamPCI PIN Basics Webinar from the Controlcase Team
PCI PIN Basics Webinar from the Controlcase Team
 
Climate Impact of Software Testing at Nordic Testing Days
Climate Impact of Software Testing at Nordic Testing DaysClimate Impact of Software Testing at Nordic Testing Days
Climate Impact of Software Testing at Nordic Testing Days
 
How to use Firebase Data Connect For Flutter
How to use Firebase Data Connect For FlutterHow to use Firebase Data Connect For Flutter
How to use Firebase Data Connect For Flutter
 
Presentation of the OECD Artificial Intelligence Review of Germany
Presentation of the OECD Artificial Intelligence Review of GermanyPresentation of the OECD Artificial Intelligence Review of Germany
Presentation of the OECD Artificial Intelligence Review of Germany
 
Data structures and Algorithms in Python.pdf
Data structures and Algorithms in Python.pdfData structures and Algorithms in Python.pdf
Data structures and Algorithms in Python.pdf
 
20240605 QFM017 Machine Intelligence Reading List May 2024
20240605 QFM017 Machine Intelligence Reading List May 202420240605 QFM017 Machine Intelligence Reading List May 2024
20240605 QFM017 Machine Intelligence Reading List May 2024
 
Pushing the limits of ePRTC: 100ns holdover for 100 days
Pushing the limits of ePRTC: 100ns holdover for 100 daysPushing the limits of ePRTC: 100ns holdover for 100 days
Pushing the limits of ePRTC: 100ns holdover for 100 days
 
Alt. GDG Cloud Southlake #33: Boule & Rebala: Effective AppSec in SDLC using ...
Alt. GDG Cloud Southlake #33: Boule & Rebala: Effective AppSec in SDLC using ...Alt. GDG Cloud Southlake #33: Boule & Rebala: Effective AppSec in SDLC using ...
Alt. GDG Cloud Southlake #33: Boule & Rebala: Effective AppSec in SDLC using ...
 
National Security Agency - NSA mobile device best practices
National Security Agency - NSA mobile device best practicesNational Security Agency - NSA mobile device best practices
National Security Agency - NSA mobile device best practices
 
Let's Integrate MuleSoft RPA, COMPOSER, APM with AWS IDP along with Slack
Let's Integrate MuleSoft RPA, COMPOSER, APM with AWS IDP along with SlackLet's Integrate MuleSoft RPA, COMPOSER, APM with AWS IDP along with Slack
Let's Integrate MuleSoft RPA, COMPOSER, APM with AWS IDP along with Slack
 
Essentials of Automations: The Art of Triggers and Actions in FME
Essentials of Automations: The Art of Triggers and Actions in FMEEssentials of Automations: The Art of Triggers and Actions in FME
Essentials of Automations: The Art of Triggers and Actions in FME
 
Cosa hanno in comune un mattoncino Lego e la backdoor XZ?
Cosa hanno in comune un mattoncino Lego e la backdoor XZ?Cosa hanno in comune un mattoncino Lego e la backdoor XZ?
Cosa hanno in comune un mattoncino Lego e la backdoor XZ?
 
How to Get CNIC Information System with Paksim Ga.pptx
How to Get CNIC Information System with Paksim Ga.pptxHow to Get CNIC Information System with Paksim Ga.pptx
How to Get CNIC Information System with Paksim Ga.pptx
 
Mind map of terminologies used in context of Generative AI
Mind map of terminologies used in context of Generative AIMind map of terminologies used in context of Generative AI
Mind map of terminologies used in context of Generative AI
 
“Building and Scaling AI Applications with the Nx AI Manager,” a Presentation...
“Building and Scaling AI Applications with the Nx AI Manager,” a Presentation...“Building and Scaling AI Applications with the Nx AI Manager,” a Presentation...
“Building and Scaling AI Applications with the Nx AI Manager,” a Presentation...
 
GraphSummit Singapore | Enhancing Changi Airport Group's Passenger Experience...
GraphSummit Singapore | Enhancing Changi Airport Group's Passenger Experience...GraphSummit Singapore | Enhancing Changi Airport Group's Passenger Experience...
GraphSummit Singapore | Enhancing Changi Airport Group's Passenger Experience...
 
Unlock the Future of Search with MongoDB Atlas_ Vector Search Unleashed.pdf
Unlock the Future of Search with MongoDB Atlas_ Vector Search Unleashed.pdfUnlock the Future of Search with MongoDB Atlas_ Vector Search Unleashed.pdf
Unlock the Future of Search with MongoDB Atlas_ Vector Search Unleashed.pdf
 
Uni Systems Copilot event_05062024_C.Vlachos.pdf
Uni Systems Copilot event_05062024_C.Vlachos.pdfUni Systems Copilot event_05062024_C.Vlachos.pdf
Uni Systems Copilot event_05062024_C.Vlachos.pdf
 

ASOS X Black Project