Fashion e-tailer Asos has launched its Christmas advertising campaign targeting a female audience featuring singers Azealia Banks and Ellie Goulding and model Charlotte Free, it has been announced.
Under the strapline # BestNightEver, the campaign sees the stars showing off their individual style across images, video and editorial content as well as via social media channels.
Using mobile-driven initiatives as the e-tailer seeks to strengthen its m-commerce presence, the theme of the campaign will be displayed using a ‘global party feed’ which will see images of street style aggregated internationally using photography app Instagram as well as displaying trending items in fashion capitals London, Paris, New York, Sydney and LA.
Each poster girl appears in an interactive video which allows users to click-to-purchase within the video itself while viewers can also screenshot their preferred pieces and post them directly to Pinterest as part of a ‘Pin-to-win’ competition.
In the interest of covering all bases, Asos’ Facebook fans also have the ability to interact with the hub using weekly games such as ‘Out-Pose Your Mates’ which features tips from Free and suggests users send in their attempts via Instagram.
Last week, Asos reported a revenue rise of 32 per cent to £238 million for the five months ending August 31st 2012 thanks to the strength of international sales.
Asos now have five million active customers worldwide and the festive campaign runs across the UK and US across online, mobile and tablet.
Terri Westlake, Marketing Director at Asos, explained the importance of advertising durig the busiest time of the year for the retail sector.
“Global customer engagement is a major focus for Asos, so that’s what we are aiming for.
“To support our peak trading period, we specifically built this campaign – with fashion-related, shareable, digital content – around three women who each have a unique sense of style and appeal as individuals to our customers for different reasons, driving interaction across a broad base internationally.”