ASOS PR: How the Online Brand Boosted its Reputation and Profits

ASOS PR FAIL 1 — DIRTY FASHION

ASOS PR RESPONSE — CLEANING UP

  • Saved over 320,000kg of waste
  • Cut the carbon footprint of their mailing bags and mailing boxes by 27% and 33% respectively
  • Removed 75% of the packaging in over 80,000 ASOS design shoe boxes
  • Switched to more sustainable packaging, made from 90% recycled content.

PR TAKEAWAY

ASOS PR FAIL 2 — NOT DELIVERING THE GOODS

ASOS PR RESPONSE — IF YOU CAN’T BEAT ’EM, TWEET ‘EM

PR TAKEAWAY

ASOS PR FAIL 3 — ETHICAL STANDARDS A CRYING SHAME

ASOS PR CAMPAIGN — STOP THE BOOHOOING

PR TAKEAWAY

SURVIVING AND THRIVING

STRUTTING THE SOCIAL RUNWAY

  • Instagram Marketing: ASOS became VERY active on Instagram during the pandemic. The brand posted far more frequently on the picture-sharing platform throughout this period and accumulated over 1m new Instagram followers.
  • Branded Hashtags: If you keep up with ASOS on social media, you’ll know they love a good, branded hashtag. #ASOSFLEXCREW, #ASOSDESIGNmusthaves and #AtHomeWithASOS all provided insight into brand performance and user behaviour.
  • Influencer Marketing: ASOS leveraged the power of influencer marketing during the pandemic. Influencers with large numbers of followers posted content featuring ASOS products. And the collaborations really paid off for the fashion brand. #WINNING

THE FASHION PR ROUNDUP

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A straight-talking, hardworking ex-senior journo turned PR pro with 25 years in the business, a book full of contacts, and a nose for a story.

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Jill Kent aka PR Superstar

Jill Kent aka PR Superstar

A straight-talking, hardworking ex-senior journo turned PR pro with 25 years in the business, a book full of contacts, and a nose for a story.

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