ASOS
#AySauce for ASOSArt Direction: Steffan Aune Håpnes, Ellie Anthony
Creative: Bel Moretti
Animation and AR build: Steffan Aune Håpnes
Challenge
While at Byte, Ellie Anthony and I were tasked to design the backbone of ASOS' first ever step into the TikTok platform with a 3-week global #AySauce takeover featuring influencers, interactive AR and a brand new music track.
Process
Our main goal was to design and build a shareable and engaging AR lens for TikTok and Snapchat in a matter of days. This is far from ideal but we are professionals for a reason. Over the short timeframe we had develop an art direction, design and learn two AR build programs so we could build the lens for the respective platforms in time for delivery to the creators so they could start recording.
The spirit of the idea, #AySauce is light hearted and funny. We decided to develop a visual language for the campaign that embraced those insights and we ended up with a campaign identity that was both friendly and inviting.
Our main goal was to design and build a shareable and engaging AR lens for TikTok and Snapchat in a matter of days. This is far from ideal but we are professionals for a reason. Over the short timeframe we had develop an art direction, design and learn two AR build programs so we could build the lens for the respective platforms in time for delivery to the creators so they could start recording.
The spirit of the idea, #AySauce is light hearted and funny. We decided to develop a visual language for the campaign that embraced those insights and we ended up with a campaign identity that was both friendly and inviting.
Results
Globally, the campaign recorded over 1.2 billion video views in just 6 days (it has been increasing with a few billion since then), with 488,000 videos created and 167,000 users taking part, all of which exceeded expectations. On top of that, the creative achieved an engagement rate of 15.79%, well above benchmarks. ASOS commissioned a brand lift study for the campaign, and the results were also very impressive. The campaign achieved a 25% increase in aided brand awareness and a 10% increase in brand association with being “trendy.” Ad recall also saw a 50% increase.
Further reading
TIKTOK FOR BUSINESS' CASE STUDY. MOBILE MARKETING ARTICLE.
THE DRUM ARTICLE.
Read more on Dept’s website.