This tactical sale campaign took place on a highly competitive trade day, therefore the creative approach needed to cut through a high-volume of noise across social channels.
A two-part social campaign was designed to maximise sale conversions by driving engagement to grab attention.
Part 1: Facebook audiences were asked to choose one of two sale offers by commenting on a Facebook post (30% off everything vs. $75 off $250). Once a set number of customers had voted in the comments, the start of the sale was announced. I designed cheeky, meme-style creative, using humour and a low-fi aesthetic to help ASOS stand out from the more commonplace ‘buy it now’ assets used by other retailers.
Part 2: Towards the end of the sale, audiences were given the opportunity to extend the offer if 500 ‘likes’ were received on a second Facebook post. Using an image of baby otters provided unexpected delight for our audience and they responded by hitting ‘like’ 472 times beyond what was required to extend the sale – that’s otter power for you!
The campaign overall drove a 70% spike in daily engagement on Facebook and our sales KPI was exceeded by 50%.