A case study in 
harnessing advocacy: 
Access All ASOS 
(Or; How to make friends and 
influence people)
of people rely on 
recommendations from people 
they know over any other source 
(Neilsen Consumer Trust Study, June 2012)
We have 8,000,000 
customers. Each with an 
average of 338 
friends, 208 followers 
and 843 followers.
1,200Insiders in the UK programme 
Ambitions 3,000to have 
10,000in the UK and globally
Number of members +54% on target 
Earned media -16% on target 
Traffic to ASOS.com +26%on target 
Reaching in excess of 
1...
Unprompted mentions of ASOS 
amongst Insiders increased 
- all positive. 
(Traackr, February 2014)
[HUBFORUM Paris] ASOS : A case study in harnessing Advocacy - Hannah Craik
[HUBFORUM Paris] ASOS : A case study in harnessing Advocacy - Hannah Craik
[HUBFORUM Paris] ASOS : A case study in harnessing Advocacy - Hannah Craik
[HUBFORUM Paris] ASOS : A case study in harnessing Advocacy - Hannah Craik
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[HUBFORUM Paris] ASOS : A case study in harnessing Advocacy - Hannah Craik

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Mercredi 8 et jeudi 9 octobre se tenait la 5ème édition du HUBFORUM. Un rendez-vous annuel pour networking, mais aussi pour faire un état des lieux des meilleurs pratiques digitales de l’années pour tirer vers le haut son business. Cette année le sujet était « Connect, Transform or Die ». Pour revivre le HUBFORUM Paris 2014, l’équipe du HUB Institute vous invite à retrouver les meilleurs moments à travers les présentations et dans le replay :
http://www.hubinstitute.com/replay-integral-du-hubforum-paris-2014/

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  • SCALE: A CONSTANT CHALLENGE - How do you create personal relationships with enough people to impact your business?

    ASOS is a WOM brand, and always has been. That was much easier to deliver on 5/10 years ago (smaller business, less competition, fewer social platforms and social influencers). But we don’t want to change, we don’t want to be a broadcaster. So we’ve had to get better at harnessing people’s love for the brand: by giving them the reasons, and tools to talk about us – and to recommend ASOS to the friends and followers.
  • CREATING A FRAMEWORK: ACCESS ALL ASOS

    Objective:
    Get our existing fans to recommend us to their friends and followers.

    KPIs:
    Number of members
    Earned media
    Traffic to ASOS.com
  • RECRUITMENT & MANAGEMENT
    Making everyone feel like an individual – Special deliveries
    Exclusivity – private Twitter, events (e.g. #SelfieSchool, Swap Shop)
    Managing interactions - Traackr
  • 769 selected individuals took part (Oct-Jan)
    7,500 pieces of content created - all positive - no exceptions!
    200 blog posts
    12M direct reach estimated (Instagram and Twitter only)

    3,000 new people referred to ASOS.com

    KPIs:
    Number of members +54% on target
    Earned media -16% on target
    Traffic to ASOS.com +26% on target

    Most importantly, against the objective to get our existing fans to recommend us to their peers… We saw unprompted mentions of ASOS increase by 45%.


    Huge impact on the ASOS brand beyond the programme
    - Spontaneous quotes: + 600%
    - Blog posts and referrals : + 800%


    > Decision to double the size of the programme and expand internationally
  • 769 selected individuals took part (Oct-Jan)
    7,500 pieces of content created - all positive - no exceptions!
    200 blog posts
    12M direct reach estimated (Instagram and Twitter only)

    3,000 new people referred to ASOS.com

    KPIs:
    Number of members +54% on target
    Earned media -16% on target
    Traffic to ASOS.com +26% on target

    Most importantly, against the objective to get our existing fans to recommend us to their peers… We saw unprompted mentions of ASOS increase by 45%.


    Huge impact on the ASOS brand beyond the programme
    - Spontaneous quotes: + 600%
    - Blog posts and referrals : + 800%


    > Decision to double the size of the programme and expand internationally
  • [HUBFORUM Paris] ASOS : A case study in harnessing Advocacy - Hannah Craik

    1. 1. A case study in harnessing advocacy: Access All ASOS (Or; How to make friends and influence people)
    2. 2. of people rely on recommendations from people they know over any other source (Neilsen Consumer Trust Study, June 2012)
    3. 3. We have 8,000,000 customers. Each with an average of 338 friends, 208 followers and 843 followers.
    4. 4. 1,200Insiders in the UK programme Ambitions 3,000to have 10,000in the UK and globally
    5. 5. Number of members +54% on target Earned media -16% on target Traffic to ASOS.com +26%on target Reaching in excess of 12,000,000 (Traackr, February 2014)
    6. 6. Unprompted mentions of ASOS amongst Insiders increased - all positive. (Traackr, February 2014)

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