Digital broadcast vision + PLANNING
Aeon Industries was hired for a flexible consultancy with ASOS that involved working both in-house, and as a semi-external service provider for content production. As Acting Creative Director for Digital Broadcast, I worked with the Head of Video to run an internal workshop session with the Asos leadership team, out of which I developed a digital broadcast vision document, including strategic planning, content mapping and executable creative ideas.
As a result, ASOS' broadcast channels have evolved further as the home of fashion lifestyle content, serving up the right video, at the right time, on the right platform for a generation of style loving 20-somethings that live through their screens. We let young creators, bright ideas and fresh talent become a natural vehicle for carrying ASOS messaging.
FACEBOOK LIVE BROADCASTS
"Fashion retailer Asos is big on experimentation. It’s already run a chatbot on Whatsapp, which gave users style advice and was early to Snapchat.
Unsurprisingly, the brand is now using Facebook Live. This week saw 100 layers of Asos — where two staff members had 30 minutes to dress a model in 100 layers of Asos clothing.
They asked viewers for ideas on which items to choose first in the video’s comments section. The broadcast received 61,600 views, which is on par with the biggest publishers on the platform like the Daily Mail.
Creating events specifically for live video works well, according to Michael Williams, a social and outreach executive at agency Jellyfish. Asos is one brand that is effectively doing precisely that with its latest broadcasts, he said.
“Not only do they utilize the ‘hottest’ social media trend, they’re also giving airtime to a huge amount of their products. Genius!”"
ASOS SUPPORTS TALENT
ASOS has a long history of supporting up-and-coming talent. ASOS Supports Talent is a new programme to work with individuals on their passion projects and help bring them to life. Year 1 included everything from a dinner with musician Loyle Carner to raise money for his cooking school for kids with ADHD, to an exhibition with photographer Elizabeth de la Piedra that shone a light on the life of a transgender woman of colour in LA. ASOS believe it’s their role and responsibility to support the next generation of creative talent and are excited to announce this year’s ASOS Supports Talent group from around the world.
I was tasked with developing the overarching vision, functional model and content strategy for ASOS Support Talent, including selecting the talent we supported along with the rest of the ASOS team.