asos x black project
DESCRIPTION
TRANSCRIPT
ASOS x BlackDigital Marketing Strategy
Winter 2013
Wei-Ting Su
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 & Tactics1. Facebook
• At least 3 posts should be generated everyday
I. Daily black and white outfitsII. Promotions for Pinterest contests and the
mobile app.III. Style suggestions from bloggers, stylists,
magazine editors
2.Tools & Tactics
2.Twitter
• Generate 7 posts everydayI. Monitor keyword searchII. Target consumers by using hashtagsIII. Respond and interactIV. 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 & Tactics5. 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.comGet your daily fix and freshest style.
ASOSx Black 2013www.asos.comCheck 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
• Comprehensive digital marketing strategy
• Generate posts• Holding Pinterest contests• Monitoring social media
accounts
2.Google Adwords:$45,000/ month
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