1. Wei-Ting Su
Winter 2013
ASOS x Black
Digital Marketing Strategy

2. ASOS x BLACK
1.
Target audience
• 18- 34 year-old female and male
• Aware of fashion and style

3. 2.
Tools &
Tactics
•
•
•
•
•
•
Facebook
Twitter
Pinterest
Instagram
Google AdWords
Mobile app

4. 2.
Tools &
Tactics
1.
Facebook
• At least 3 posts should be generated
everyday
I. Daily black and white outfits
II. Promotions for Pinterest contests and the
mobile app.
III. Style suggestions from
bloggers, stylists, magazine editors

5. 2.
Tools &
Tactics
2.
Twitter
• Generate 7 posts everyday
I. Monitor keyword search
II. Target consumers by using hashtags
III. Respond and interact
IV.Bring new followers

6. 2.
Tools &
Tactics
3.
Pinterest
• Hold a Pinterest contest and
encourage consumers to pin
their favorite black and white
items through ASOS website

7. 2.
Tools &
Tactics
3.
Pinterest
• Add “ASOS x Black” pin board
to the ASOS Pinterest page
• Share black items and outfits
regularly on the pin board

8. 2.
Tools &
Tactics
4.
Instagram
#asosxblack2013
#blackoutfit
#blacknwhite
#asos2013

9. 2.
Tools &
Tactics
5.
Google AdWords
Step 1: 12/1- 12/15
30 Ads try-out
Step 2: 12/16
Campaign starts
What to wear for winter?
www.asos.com
Get your daily fix and
freshest style.
ASOSx Black 2013
www.asos.com
Check out ASOS winter
colloection! Winter sale!

10. 2.
Tools &
Tactics
6.
Mobile app
• ASOS virtual closet app
• Featured with the function of
online shopping, virtual mix and
match, and daily style
recommendation

11. 3.
Key Performance Indicator
• Google Analytics
• Keep track of the sales and
revenue
• New keywords

12. 4.
Budget
($5,000+$45,000*3 (months)
= $150,000
1.
Agency Service Charge: $5,000/
month
2.
Google Adwords:
$45,000/ month
• Comprehensive digital
marketing strategy
• Generate posts
• Holding Pinterest contests
• Monitoring social media
accounts
15* $1(cost per click)* 100
(minimum clicks)= $ 1,500/
day

13. 5.
Summary
Inform, inspire, and Involve
• Utilize the existing social media tools thoroughly
• Continue enhancing brand image
• Keep informing consumers “what’s new” and further
get consumers involved in ASOS community