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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Social Media Campaigns during London Fashion Week

The Fashion Week, whether Paris, London, Milan or NY, is the event of the season, with many brands capitalizing on the media coverage and the hype around the shows.

Their Social Media Channels are alive with live feed from the shows, many of the brands choosing this moment for launching integrated campaigns.

ZuumSocial analyses the Social Media Campaigns  launched during this time.

Some short conclusions about the SM activity of the brands around various Fashion Weeks are that:

• Instagram is the dominant social network for live fashion events
• Only 1 of the 4 campaigns included posting to Facebook
• Posting for each brand is scheduled around their live fashion show

Let's take a look at two most innovative campaigns that took place during this year's London Fashion Week (LFW):



1. Burberry gives users insider access to their LFW show.

E-consultacy writes about the Burberry campaign during London Fashion Week.

The brand tweeted during the LFW personalized images to other Twitter users by using photos taken by users during their runway show that had the hashtag #Tweetcam.

Burberry would then tweet the image with the person’s hashtag and a timestamp.

This campaign helped fans identify with the brand and gave them an extra reason to tune in to the fashion show.

2. Topshop - Trendspotting at LFW

Topshop used Twitter and outdoor advertising during its London Fashion Week campaign. 

For this campaign, Topshop partnered with Twitter in order to analyze real-time data coming in and to identify trends as they emerge. The brand then published details of next season’s trends onto eight outdoor advertising screens in the UK , using Twitter images from the main industry influencers .
The positioning of the outdoor screens were all linked to Topshop's retail locations.

This campaign combined offline and online media in a unique way. by using trend hashtags - such as #colourblocking, #pleats and #utility. Customers then could  tweet @Topshop chosing the preffered trend 's hashtag and receive a curated shopping list.

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3 interesting Pinterest statistics

In August 2014, Pinterest  launched  Analytics for business accounts. With this move, the social network made small steps towards monetization.

“We have hundreds of thousands of businesses everyday on Pinterest who are trying to reach more people and connect both with their existing user base and to new potential customers,” Pinterest Product Manager Jason Costa told Marketing Land in  a phone interview. “We are releasing this analytics product in the spirit of helping them get a closer understanding of how their publishing strategy is going on Pinterest, who is their audience and what does that audience profile look like.”

Untill then, most user information came from various studies and social monitoring platforms.

Here are some key figures on Pinterest:

1. Users

• Pinterest had 70 million users worldwide by the end of 2013. In the US there are over 12 million accounts, while in the UK there are over 200,000 active accounts.
• 80% of users are women and 92% of the pins are published by them (RJ Metrics, 2014)
• The probability that women using Pinterest  have bought an electronic product in the last 6 months is 33% higher than the women using other social networks.
• In Europe, the social network is less popular than in the US

2. Engagement.

• In the fourth quarter of 2013 Pinterest moved in the third position as a sharing environment after Facebook and Linkedin, surpassing email.
• In terms of traffic, Pinterest has become the third social network in the US.
• Users are more active on Pinterest in the evening and prefer to interact with images related to fashion, parenting and food.

3. Brands.

• Worldwide, the most popular domains on Pinterest are:

Etsy.com

Urbanoutfitters.com

Williams-sonoma.com

• 25% of Fortune 100 brands have an account on the social network.
• In Romania, for 2013, the top brands present on Pinterest are:

• According a Repinly study, the most popular areas are Foods & Drinks (11.9% pins), followed by DIY (9.2%) and Decorations (5.9%).
• The reasons why users say they are active on the social network are extremely interesting and a good indication of the business potential of this platform:

• Sony brought in 2013 2.5 times more traffic on their website through Pinterest than through Twitter. Users have pressed the "Pin It"  button 10 times more often than the "Tweet this" button.

A review of the most relevant Pinterest statistics for businesses I found in this infographic from Kissmetrics:

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Fashion campaign ads: Made for print or digital?

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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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3 Fashion Campaigns on Pinterest

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With the meteoric rise of Pinterest lately, it's no surprise that brands have begun to use it in order to increase the popularity of their products. But beyond the usual brand pages and boards of products, some recent campaigns have proved themselves highly creative and innovative.

Here are some examples:

1. Guess: Pin it to win it.

There are certainly a lot of competitions with themes like "Pin it to win it" on Pinterest. Ideas such as "Create a board using the minimum x of our products" have become popular  because this is a simple method to convince users to use images from your site, generating awareness and traffic. However, while approximately 30% of Facebook users are participating in various brand competitions , only 9% of those on Pinterest do.

The question is, how can  a competition be designed so that it attracts more users on Pinterest?

Everyone loves sweepstakes in which we can easily enroll, but on Pinterest it's all about creativity and personal vision. Therefore, creative competitions are more appealing to the particular types of users that are found on Pinterest. If we add multiple chances of winning, and  famous people in the role of the jury, the competition gets really interesting.

Guess  has successfully used this recipe within the "Color me inspired." competition. Users were asked to create a board using one of the three colors of the new Guess collection. To win clothes from the new collection, participants were asked to select 5 outfits in the chosen color and a Guess promotional image. Moreover, asking participants to entitle Board "Guess my color inspiration", the brand has transformed those boards into virtual campaigns.

Each color has been selected one winner. The jury consisted of famous fashion bloggers.

2. Oscar de la Renta: The Birdes Collection.

There is no surprise that many Pinterest campaigns target future brides, as this group of users is present on the network in  large numbers and is extremely active.

Oscar de la Renta chose to reveal on Pinterest exclusive pictures from his new collection of wedding dresses. The images were posted during the fashion runway show. Images from backstage, details of makeup and hairstyles were intertwined with pictures of runway models presenting the new collection,thus giving users access virtual backstage and recreating the atmosphere at the fashion show.

Through the platform, Oscar de la Renta was able to show the collection to a much broader category of potential buyers and offer users exclusive content that can be easily shared.

  3. Harrods: Street Party Window Inspiration

The famous London department store decided to use the platform to promote a special event in the life of the city, the Queen's Jubilee, and invited users to participate by creating designs for its shop windows. The winning concept was to be used to create the window for the Jubilee.

Harrods used for this campaign a mix of social platforms, achieving engagement on Pinterest, Twitter and Facebook.

The steps for entering the competition were:

1. Users must create a board with the theme of the event. Harrods published its own board to inspire participants. All boards, were to be entitled "Street Party Harrods Window".
2. Participants must then tweet a link to their board @Harrods and add the hashtag #HarrodsWindowsHarrodsofLondon.

3. The store would choose three finalist boards, post them on the brand's Facebook page and asks fans to vote winner whose concept will be used to create the showcase.

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4 Great Instagram Campaigns in 2014

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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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