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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Campanii in Social Media in timpul London Fashion Week

Saptamana modei, fie ca are loc la Paris, London, Milano sau New York, este evenimentul sezonului si multe branduri folosesc buzz-ul creat in jurul defilarilor .

Canalele lor de Social Media sunt pline in aceasta perioada cu imagini din timpul prezentarilor sau cu tinutele purtate de fashioniste.Totusi, unele branduri aleg acest moment pentru a lansa campanii integrate.

ZuumSocial analizeaza astfel de campanii lansate in timpul Saptamanii Modei in mediul digital.

Cateva concluzii ale studiului lor: 

• Instagram este reteaua sociala cea mai folosita pentru a publica imagini din timpul prezentarilor. 
• Numai 1 din 4 campanii au inclus postari pe Facebook.
• Postarile pentru fiecare barnd sunt programate foarte aproape de momentul in care au prezentarea de moda.

In timpul Saptamanii Modei de la Londra, doua branduri au lansat campanii in Social Media care au revolutionat industria. 


1. Burberry le ofera userilor acces la showul lor de la London Fashion Week.

E-consultacy  scrie despre campania  Burberry desfasurata in timpul London Fashion Week.

Brandul a trimis prin Tweeter in timpul London Fashion Week imagini personalizate catre alti utilizatori folosind poze facute de spectatori in timpul prezentarii de moda si care contieau hashtagul  #Tweetcam.

Aceast tip de campanie a incurajat fanii sa apropie de brand si le-a dat un motiv in plus sa urmareasca defilarea Burberry.

2. Topshop - Trendurile din noul sezon la LFW

Topshop a folosit Twitter si panourile publicitare pentru campania din timpul London Fashion Week.

Pentru realizarea campaniei, Topshop a incheiat un parteneriat cu Twitter, astfel incat sa obtina date necesare analizarii si identificarii trendurilor ce apareau pe parcursul Saptamanii Modei. In etapa urmatoare, brandul a  afisat detaliile trendurilor pentru sezonul urmator pe sase ecrane de advertising in UK, folosind imagini de pe Twitter postate de influencerii din industria de fashion. 

Pozitionarea ecranelor a fost strict legata de locatia magazinelor Topshop, astfel incat campania sa aduca un trafic mai mare in magazine.

Aceasta campanie a utilizat un mix de online si offline intr-un mod extrem de creativ. 

Folosind hashtag-uri ca  #pleats, #colourblocking si #utility, clientii puteau trimite un tweet catre  @Topshop selectand hashtagul corespunzator trendului preferat si primeau de la brand o lista de produse recomandate care faceau parte din trendul respectiv. 

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