Being among the most well known e-commerce fashion companies, ASOS has grounded itself as an industry leader in online retail and fashion; having the trendiest pieces and a trustworthy name. With the rise of competitors in the e-commerce platform such as PrettyLittleThing, The Iconic and BooHoo, there was a need for the company to step up its game and increase brand loyalty.
With the main demographic being men and women aged 18-34, it is no doubt using social media to garner attention was the right decision. Targeting the millennial audience through the use of social media and ‘memes’ reinforced the company’s youthful and refreshing brand image.
Re-posting other fans showing brand loyalty will not only increase the trustworthiness of the brand, but also allows consumers to contribute towards brand value co-creation.
Though still in use and should not be ruled out, traditional forms of media marketing such as magazines, newspapers and radio have begun to phase out. Consumers are spending more and more time on social media with an increase of 62.5% average time spent daily on various social media platforms.
With an annual revenue of approximately 1.3 billion dollars, this powerhouse company has increased it’s revenue by 13% since the previous year due to pushing a stronger focus on their marketing strategies and expanding their shipping location to more geographical locations.
Though what we may see on a surface level may just be memes, jokes and silly pictures, a well thought out marketing plan has been running in the background. We see these pictures, we laugh and we relate. That is exactly what the company wanted. The brand then becomes more memorable and in turn, more trustworthy.
Kelly's Digital Marketing Blog 
As long as it is sensible, Asos really does have a lot of social media power and interacting with their consumer base through memes is generally a good one and lessens their corporate image of being super serious all the time. I do find it a little bit cringy however as sometimes they try too hard to connect with their consumer base which ultimately leads to a disconnection. How do you feel about that
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Thanks for the comment! I completely agree. There is a fine line between being relatable and being a push over that company’s need to see. I think sprinkling memes in here and there doesn’t hurt but within limitations.
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Great post Kelly! I definitely think targeting millenials via memes and social media was a great wag to increase awareness and brand loyalty. Personally seeing brands repost pictures of customers wearing their clothes gives a sense of togetherness and showcases that bond that they have with their customers. Makes me think that they really value their customers and in turn benefits the brands image
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