Our festive Winter Wonderland pop-up in SoHo, NY wrapped up at the end of last year, and it exceeded expectations. Over the course of the activation, we welcomed almost 8,000 visitors, giving American customers a chance to experience ASOS in real life and connect with our brand beyond the screen.
The pop-up generated significant media attention, securing 26 pieces of coverage and driving a remarkable 674 million press impressions across key titles.
Engagement was another highlight. We hosted 94 attendees at our opening party and saw 231 social posts created around the event, contributing to an estimated 31.8 million impressions from the event content alone. Talent partnerships amplified the buzz further, with 11 influencers involved and a combined reach of 7.45 million impressions.
Finally, our out‑of‑home presence delivered standout visibility, anchored by a Times Square billboard, a full subway station domination, and a show‑stopping 3D glitter billboard. Together, these three placements drove over 17 million impressions and counting. This activation marked our third U.S. pop‑up in six months, reinforcing ASOS as a true fashion destination and deepening our connection with American customers during the holiday season.
A huge thank you to everyone who played a part in making this happen, from planning and creative to on-the-ground execution. And we’re not stopping here… more exciting activations are on the horizon, so watch this space!
