ASOS launched #AySauce branded hashtag challenge campaign on TikTok

ASOS has partnered with popular social media app TikTok to launch

a three-week campaign that will promote their outfits in the UK and

US.

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

weeks.”

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