ASOS has partnered with popular social media app TikTok to launch
a three-week campaign that will promote their outfits in the UK and
Featuring more than 25 leading content creators, with a combined
following of over 219 million, the partnership includes an #AySauce
branded hashtag challenge, in-feed ads, a bespoke music track, and
an interactive augmented reality (AR) experience created with
TikTok’s branded effects.
Creators involved in the campaign include
Loren Gray known in the US as “the original queen of TikTok”,
Michael Le, Britain’s biggest TikTok personality Holly H, Luke
Trotman from the Love Island, social media duo the Neffati Brothers,
and Jordan Fisher from Netflix’s Work It.
The ASOS campaign is TikTok’s biggest advertising deal yet.
Starting this Tuesday, all TikTok users in the UK will be greeted with
ASOS content when opening the app through the platform’s TopView
advertising solution. Meanwhile, an #AySauce (a play on the brand’s
name) Branded hashtag challenge will ask target audiences to
showcase three outfits of their choice in 15 seconds, using their
creativity and personality to bring their looks to life.
Extra content from ASOS will be available through an ‘Explore’ tab on the
challenge page, and In-Feed Ads will run throughout the campaign to
reach TikTok users in their personalised ‘For You’ feeds.
ASOS has commissioned and produced its own track with KARM and
co-created a unique Branded Effect AR experience with Byte.
John Mooney, brand creative director at ASOS, said: “We’re always
evolving our content, social media strategy and channel focus to
ensure we’re staying relevant to our fashion-loving 20-something
customers. TikTok is a growing part of that mix, and we’re excited to
see how our social content team can engage our customers in new
ways through the #AySauce hashtag challenge over the coming
Inam Mahmood, managing director of global business solutions, UK,
at TikTok added: “TikTok’s format and joyful tone encourages brands
to be authentic and creative in a fully immersive, no-judgement world.
The team at Asos has really leaned into this and shown with its
campaign that it understands what makes the platform unique –
community, music and creativity.”
By Maria Peftouloglou