ASOS #AsSeenOnMe campaign

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.

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Fashion campaign ads: Made for print or digital?

Textul in romana este aici.

An article from the Business of Fashion showed an interesting phenomena happening lately in the world of fashion: the fashion ads seem to be created for digital rather than for print.

Instagram, once a niche platform, became an extremely active social network with over 75 million users. Brands such as Chanel (@ChanelOfficial) have 2.4 million followers, more than the exposure brought  by Elle, Vougue and InStyle combined.

It-Models such as Cara Delevigne, Kendall Jenner or Gigi Hadid are worth far more than their images. They are adding to a campaign millions of followers and fans on social networks.

An Instagram post on Cara's account reaches 9.1 million people. The images from her photo shooting for John Hardy were seen for the first time by fans on Instagram.

Cara Delevigne pentru linia de bijuterii John Hardy

Kendall Jenner has over 17 million followers on Instagram and the announcement of her becoming new face of Estee Lauder  received over 1 million likes. It is said that the announcement itself, made on Kendall account, was a true promotional campaign for the brand.

The Calvin Klein Campaign featuring Justin Bieber brought 3.6 million followers for the brand's Twitter account. The campaign was launched on the 6th of January and the hashtag #mycalvins was mentioned more than 1.85 million times, almost 5 times more than Kim Kardashian's attempt to #breaktheinternet.

This kind of campaigns do not aim only to the public of glossy magazines. Their main target audience is on the internet, stalking their favorite celebrities, instead of looking forward to the next issue of Vogue.

The Calvin Klein campaign had this tremendous success because of the marketing strategy behind it. While other celebrities, such as Lady Gaga or Taylor Swift, in spite of a comparable legion of followers, failed to create the same awareness for the brands they worked with, Calvin Klein managed to turn its campaign viral using clever teasing ads and capitalizing on both Bieber's fans and detractors.

Even if all the ads are launched both in print and digital, there are some parts of the campaigns that are best suited for digital. Behind the scenes images are posted on the brands Instagram accounts and support teasing campaigns.

Kate Moss si Cara Delevigne behind the scenes for My Burberry

Glossy magazines are joining the trend, posting exclusive pictures from their photo shoots to promote their next issue.

The image of Jennifer Lawrence's shooting with celebrity photographer Patrick Demarchelier posted on Vanity Fair's Instagram account gathered over 15 000 likes in less than a day.

Jennifer Lawrence for Vanity Fair

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4 Great Instagram Campaigns in 2014

Versiunea in limba romana este aici.


1. Marc Jacobs #castmemarc

In April 2014, Marc Jacobs started a casting campaign for the model that was to become the new face of the brand for Fall/Winter 2014. Those interested were asked to post pictures of themselves using the hashtag #castmemarc in order to enter the preselection for the fall fashion show.

The campaign had 70 000 applicants via Instagram. 30 models were selected by the Marc Jacobs team and participated in photo shoots all over the world.

Two winners were selected and became the faces of the campaign in Teen Vogue.


2. Keneth Cole #DressForYourself

Selfies are popular all over the Social Media and Fashion Brand Kenneth Cole took advantage of this trend. In January 2014 the brand launched a competition on Instagram rewarding the winners with the brand's products. Fans could register for the contest by posting a selfie in their account, accompanied by the hashtag #dressforyourself.




3. Burberry

Burberry used the power of celebrity  to launch their new fragrance, My Burberry. When you have a marketing budget like Burberry's, you'll chose the original supermodel, Kate Moss, and pair her with model of the moment Cara Delevigne and take advantage of the loyalty of their fans.

Why was it successful? The brand's Instagram account posted behind the scenes moments captured with two women who are rarely caught in such a light. Kate Moss did not even have an Instagram account at that moment so her fans had to become Burberry's followers in order to keep posted with the content.


4. Calvin Klein #mycalvins

The brand is known for their processed images of famous people.

This time, Calvin Klein encouraged celebrities to post their own unaltered pictures unchanged with underwear and post them on Instagram using the hashtag #mycalvins. Ordinary people were invited to join the campaign and post your own pictures of lingerie brand.



What was the secret ingredient for all of these campaigns?

Three of the four campaigns presented clearly show the power of user-generated content. What about the fourth? Well, it shows the power of two beautiful fashion models and celebrities who are worshiped by millions of fans in Social Media.

The conclusion? Even if you don't have the budget to use supermodels and celebrities in your campaigns, you can still find a way to encourage your fans to generate content on Instagram for your next campaign. Interacting with fans of your brand is the key to success.

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4 campanii pe Instagram care au uimit in 2014

The English version is here.


1. Marc Jacobs #castmemarc

In aprilie 2014, Marc Jacobs a pornit o campanie de recrutare a modelului care urma sa reprezinte brandul. Doritorii erau rugati sa foloseasca hashtagul #castmemarc pentru a intra in preselectia pentru prezentarea de moda din sezonul toamna 2014.

Campania a avut 70 000 de aplicanti prin intermediul hashtagului. 30 de modele au fost selectate de echipa si au participat la sedinte foto in diferite locatii din lume. Doi castigatori au fost selectati si folositi ca si imagine a campaniei in Teen Vogue.


2. Keneth Cole #DressForYourself

Selfiurile sunt prezente in toata Social Media, iar brandul de moda Kenneth Cole a profitat de acest trend lansand in Ianuarie 2014 un concurs pe Instagram prin care participantii puteau castiga pantofi. Fanii se puteau inscrie la concurs postand un selfie pe contul lor, insotit de hashtagul #dressforyourself.


3. Burberry

Burberry a folosit puterea celebritatilor pentru a isi lansa noul parfum, MyBurberry. Cand ai un buget precum Burberry alegi supermodelul original, Kate Moss, il alaturi modelului momentului, Cara Delevigne si te folosesti de obsesia fanilor pentru cele doua.

De ce a avut succes? Au postat momente surprinse in spatele scenelor cu doua femei care nu sunt surprinse des intr-o astfel de lumina. Kate Moss nu are un cont de Instagram, astfel incat fanii sai au devenit folowerii brandului pentru a urmari pozele din campanie.


4. Calvin Klein #mycalvins

Brandul este recunoscut pentru campaniile sale in care imaginile modelelor sunt prelucrate puternic.
De data aceasta, Calvin Klein a folosit celebritati care si-au facut propriile poze nemodificate cu lenjeria si le-au  postat pe Instagram cu hashtagul #mycalvins. Oamenii obisnuiti au fost incurajati sa se alature campaniei si sa posteze propriile poze cu lenjeria brandului.

Care a fost ingredientul succesului acestor campanii?

Trei din cele patru campanii prezentate arata in mod clar puterea continutului generat de utilizator. A patra? Ei bine, aceasta arata puterea a doua fotomodele frumoase si celebre care sunt divinizate de milioane de fani prezenti in Social Media.

Concluzia? Chiar daca nu ai bani sa utilizezi supermodele sau celebritati in campaniile tale, poti totusi sa gasesti o modalitate de a genera continut de la utilizatorii tai pentru următoarea campanie Instagram. Interactiunea cu fanii brandului este cheia succesului.

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