In May 2014, ASOS launched a Social Media Campaign,
inviting fans to snap their favorite ASOS look and post it on
Instagram, Facebook or Twitter, using the hashtag #AsSeenOnMe. The
brand used in a very smart way the selfie trend in
order to obtain user generated content and make its clients the
newest faces of ASOS.
The best snaps were included in the ASOS hall of fame on
their website and Facebook page. The platform acts as a facilitator
of peer to peer recommendations, as well as an incentive for the
fashion enthusiasts that want to make their unique sense of style
known to the world.
The AsSeenOnMe channel uses a visual commerce platform
Olapic to pull all of the images with the hashtag into a system
which Asos staff can access to manually link the item featured in
the photo to the correct product page in the transactional area of
the site.
Asos staff can filter the images in the system by
product type as well as an individual’s social reach and rank. Each
image must be approved by Asos to appear on the AsSeenOnMe
channel.
Users can view the images in a design similar to
Pinterest, and buy the matching product by clicking through to the
Asos site.
The campaign is not the first attempt for the brand to
create shopable content. ASOS innovates constantly and delivers
compelling content, using most social media platforms in order to
achieve this effect.
