NATIVE AD CONTENT PIECE

ASOS

Native advertising easily captivates the audience's attention and can be a subtle way of selling products and services to consumers. Creating a strategy to use native advertising that will be sponsored by ASOS. Their new winter collection is currently on sale in preparation for the new season approaching. Implementing the fast fashion trend, they have many designers inspired pieces that are affordable and trendy. Although there is an overwhelming number of hauls being featured on Tik Tok and Instagram, there aren’t many reviews on their website. The goal of this native advertising post will be to obtain more exposure to their website and sell their winter collection.

​

The host for this message will be published through Instagram and YouTube. Instagram is a great way for users to interact with links with the story and reels feature. Whereas YouTube provides users the opportunity to interact with lengthy videos filled with information with direct links to items. Ranked at number three in their category of  “Lifestyle>Fashion and Apparel” according to Similarweb Analytics, they have a total visits of 67.5 million last month. Targeting their audience of women and men that ranges from age 18 to 34. Women have grown 25-35% in comparison to men who have increased from 8% to 20% in ratings. (Brophy, 2018). In an effort to reach the target audience effectively, ASOS will contact impactful influencers to share content with their followers to engage with their winter collection. Sending each blogger four outfits to be featured in their post. The requirements for eligible brand ambassadors will be:

Qualifications:

• Minimum of 50,000 followers on Instagram

• Average of 20,000 likes on an Instagram content post 

• Average of 30,000 views on their Instagram story

• 10,000 subscribers on YouTube (If applicable)

Brand Influencers will include:

@ceclililaulanne

Laulanne Cecilia: Fashion Model

Followers: 526K  Avg likes: 20,000

@edielibertyrose

Edie-Rose: Influencer

Followers: 348K  Avg likes: 10,000

@lydsbutler

Lyds Butler: Influencer

Followers: 148K Avg Likes:11,000

@emilietommerberg

Emilie Tommerberg: Influencer

Followers: 184K Avg likes: 23,000

The fashion models and influencers selected will be required to follow guidelines to ensure goals are met for ASOS. Posting images of the doing day-to-day activities in their ASOS winter collection. The image included in this assignment features Lyds in her ASOS winter coat doing a ski activity. Instagram is the perfect medium to showcase influencers and models in merch. In the post adding the name of the jacket along with the style number that can be used to find the item makes the product much easier to find. This native ad can simply be seen as a regular post on the shopper’s timeline. Allowing users to overlook the advertising factor.

​