ASOS: Social Media Marketing Discussion

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The campaign named #ASOSChaosToCalm by an online fashion retailer ASOS, which specializes in clothes that follow popular trends, that was launched in November 2021, is an example of a refreshed approach to Black Friday. Unlike the majority of brands that attempt to create a sense of urgency in their customers through impressive discounts, ASOS has reminded its customers to remain calm and do not panic over such events (Hillier, 2021). This campaign included paid posts from famous influencers who had a follower base counting in millions and caused over 2.3 billion views on TikTok (“#ASOSChaosToCalm,” n.d.). The goal of the campaign was to increase brand awareness through a publicly accessible filter for videos. The primary buyers’ persona is a spectator, although the filter has enabled many posters creators to join the campaign, who, in turn, have drawn conversationalists into discussing the brand. Moreover, the campaign has established its presence over Twitter even without the help of the official ASOS account, further increasing the allure for conversationalist and spectator personas. Many content creators have used their accounts to draw attention to the brand’s marketing campaign alongside their own promotions of fashion-related products.

The social media marketing campaign by Dove is an excellent example of an on-point selection of customer persona that correlates with the brand’s direction. The company has succeeded at creating a safe and enjoyable environment for creators to interact with conversationalists. Through this campaign, current and potential buyers were able to associate the brand with healthy behavior and beauty easily. The outcome of the campaign reveals widespread success in increasing the company’s website visitors, which is a crucial engagement factor. In conclusion, Dove has managed to pick a trigger for its audience that ensured further conversations and natural expansion of its campaign through debates and creator content.

References

#ASOSChaosToCalm. (n.d.). TikTok. Web.

Hillier, L. (2021). The best social media campaigns from November 2021. Econsultancy. Web.

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