31/01/2019
goes behind the scenes with ASOS's Global Director of Content and Engagement, Leila Thabet, as the fashion retailer shoots its first for .
The story is all about . Sixteen years after the was , it’s now the destination of choice for around the world. But to its millions of (15m to be precise), ASOS is something more.
Through a mixture of expertise, a world-class range and a stable of truly , ASOS is giving 20-somethings the confidence to be whoever they want to be.
ASOS has created a holistic environment that’s driven as much by its as it is by .
This enormous success is down to a combination of in-house talent, but also a dedication to listening to customers and reacting accordingly; ASOS wants to take you with it on the journey. So, let’s dig deeper for the second part of our ‘Through the Lens’ series, which goes behind the scenes of the , , and creating some of the best content on Facebook and Instagram.
DON’T BE AFRAID TO TEST NEW FORMATS
BE
THE RIGHT MESSAGE ON THE RIGHT PLATFORM
By looking at how its customers use and Instagram Stories, ASOS has been able to build a presence and craft and that resonate powerfully with its young audience. Taking the time to understand and empathise with your customers allows you to build strong message association that feels natural and positive. “Understand how, where and why people are using Instagram Stories,” says Leila, “and then weave your brand narrative into that.”
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Inspiration/Adopted: Instagram & Facebook
British fashion retailer ASOS is known for its pioneering digital approach. Facebook goes behind the scenes with ASOS's Global Director of Content and Engagement, Leila Thabet, as the brand shoots its first campaign for Instagram Stories.