Campaign Launch

ASOS launches #AySauce Branded Hashtag Challenge campaign on TikTok

By TikTok for Business@tiktokforbusiness

TikTok are delighted to have teamed up with ASOS, one of the world’s leading online fashion retailers, to launch a three-week campaign in the UK and US, backed by a dedicated #AySauce Branded Hashtag Challenge, In-Feed Ads, a bespoke music track, and an interactive augmented reality (AR) experience with TikTok’s Branded Effects

ASOS has worked in collaboration with marketing technology agency Byte and TikTok to conceive and produce the campaign, which will involve more than 25 leading content creators in the UK and US, with a combined following of over 219 million.  

US talent includes Loren Gray the original queen of TikTok, creator sensation Michael Le and Jordan Fisher from Netflix’s Work It. UK talent includes Britain’s biggest TikTok personality Holly H, Luke Trotman of Love Island and social media duo the Neffati Brothers, renowned for their comedy sketches.

Kicking off the campaign today, all TikTok users in the UK will be greeted with ASOS content upon opening the app through the platform’s TopView advertising solution. TopView is a highly immersive, premium placement, which is the first video a user sees when they open TikTok, occupying the whole screen to drive brand awareness and engagement results, encouraging likes, comments, shares and follows. 

Continuing the activation, ASOS is launching an #AySauce Branded Hashtag Challenge Plus on the platform from 31st August, which will ask target audiences over the following week to showcase three outfits of their choice in 15 seconds, using their own creativity and personality to bring their looks to life. Challenge participants will be able to explore more content from ASOS through an extra ‘Explore’ tab on the challenge page. ASOS will also run In-Feed Ads throughout the campaign to reach TikTok users in their personalised ‘For You’ feeds where this video format fits seamlessly alongside user-generated content.

To bring the campaign to life further, ASOS has commissioned and produced its own track with KARM and has also co-created a unique Branded Effect AR experience with UK marketing technology agency, Byte, which brings the campaign graphics to life through hand gestures. Byte is one of the first Global TikTok Effect Partners.

In the US, ASOS will run In-Feed Ads from 31st August through until 14th September, alongside creator content on TikTok.

John Mooney, Brand Creative Director at ASOS, said: “We’re always evolving our content, social media strategy and channel focus to ensure we’re staying relevant to our fashion-loving 20-something customers. TikTok is a growing part of that mix, and we’re excited to see how our social content team can engage our customers in new ways through the #AySauce hashtag challenge over the coming weeks.”

Inam Mahmood, Managing Director, Global Business Solutions, UK, at TikTok added: “TikTok’s format and joyful tone encourages brands to be authentic and creative in a fully immersive, no judgement world. The team at ASOS has really leaned into this and shown with its campaign that it understands what makes the platform unique – community, music and creativity. We’re excited to see the results we can help to deliver for ASOS across the UK and US.”

Alex Miller, Co-Founder of Byte, said: “ASOS is yet again leading the way with the launch of this innovative campaign designed specifically for TikTok. Developing #AySauce has involved bringing together expertise in creative, media and tech as well as close collaboration with TikTok to create some new engaging experiences that will stand out and be very effective.” 

Follow ASOS on TikTok here.

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