ASOS wanted to craft a bespoke, themed-day that the brand could own. It had to be utterly unexpected, unique and add quirky ASOS magic to every customer’s day.
With International Unicorn Day approaching, ASOS Unicorn Day was born, and with it, ASOS’s own unicorn named ‘Denali’ who took over the brand’s Twitter feed. I conceived, produced and wrote all copy for the campaign, crafting the tone for ‘Denali’ the unicorn, and briefing merchandising and design departments on the direction which referenced internet memes and pop-culture to engage youth audience. Engagement rose 40% on the day and Denali’s antics drove a 25% spike in new Instagram follows.