The category ‘Coats & Jackets’ becomes a key marketing moment every September when the sales spike as the customer is preparing their winter wardrobes. The challenge is always to find fresh and forward-thinking ways to continuously communicate that ASOS is THE place to shop.
By learning from previous campaigns and stretching our creative thinking, we developed the ‘Coat Vote’ event. A cross-platform campaign that heroed the three most popular jackets. We built a campaign backing each of the three jackets and left it to our customers to vote for their jacket style of choice. With editorial support, influencer backing, styling tips, videos, and photoshoots, we generated new and existing customer demand as well as created hype around ASOS coats.
The creative approach was bold, powerful, and attention-grabbing with lots of attitude. I put a spin on propaganda graphics that allowed us to create a ‘battle gound’ where customers had a fun and engaging experience.
ASOS COAT VOTE
A bold, attention grabbing identity was created. I wanted it to emulate propaganda graphics that commanded action.
We attached a campaign colour to each jacket that remained consistent throughout the journey.
STEP 1: Create hype, and encourage the viewer to place their vote.
STEP 2: The voting page includes a video displaying the jackets.
STEP 3: Results page leads the user deeper into the site with styling tips, editors' picks, video content, etc.
Step 4: The users' final destination will always be the shopping pages.
WATCH THE VIDEO ↓
WATCH THE VIDEO ↓
If you’d like to see more, click these links for examples of video content.