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ASOS launches #AySauce branded hashtag challenge campaign on TikTok

Lauretta Roberts
24 August 2020

ASOS has unveiled a three-week #AySauce branded hashtag challenge campaign on TikTok across the UK and US, featuring a bespoke music track and an interactive augmented reality (AR) experience with TikTok’s Branded Effects.

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

Talent taking part in the campaign includes Loren Gray in the US who is known as "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, who are renowned for their comedy sketches.

The campaign kicked off today with all TikTok users in the UK greeted with ASOS content upon opening the app through the platform’s TopView advertising solution.

TopView 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. ASOS currently has 157.6k followers on TikTok, which specialises in short-form video content, and 2.3m likes.

@asos

Drippin' all the time in my ASOS 💦 #ASOS

♬ Ay Sauce - Cashino

ASOS is launching an #AySauce (a play on the brand's name) Branded Hashtag Challenge Plus on the platform from 31 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. On TikTok, unlike other social platforms, content is prioritised and served to more users based on its creativity.

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

In Feed ads and creator content will run on the platform through to 14 September.

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.”

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