Multi-channel brand campaign positions ASOS as the ultimate destination for style

London, 19th March 2024: ASOS, the destination for fashion-loving 20-somethings, has launched a new, multi-channel Spring/Summer 2024 brand campaign, Unreal Finds, focusing on style discovery and fashion inspiration.

It marks the next stage in ASOS’ investment in generating brand heat and reminding customers that ASOS is home to the latest and best fashion, a core part of ASOS’ strategy set out at the end of FY23.¹

Customers will be invited to step through the looking glass into a world that is full of exploration and endless possibilities. ASOS acts as a portal for fashion inspiration, where hidden gems and products that can’t be found elsewhere can be discovered: amplifying ASOS’ position as a destination for over 50,000 fashion-led products from a curated selection of nearly 900 brand partners and ASOS-owned brands and labels.

The wide-ranging campaign will take in over 4,000 OOH and DOOH placements across eight UK cities, digital ads and paid and organic social across a total of 9 channels. It features a star-studded cast including: TikTok sensation @MadelineArgy, musical talent @Antslive, actress @JessieMaeAlonzo, and model @James_Edward, with a collective reach exceeding 10 million followers.

Running throughout the Spring/Summer season, the campaign will come to life through experiential, In Real Life activations, building on the successful ASOS IRL pop-up in November 2023. In an ASOS-first, ASOS will also sponsor the new Taylor Swift album hosted by Vevo for a two-week exclusive period in the UK.

Dan Elton, EVP, Customer at ASOS said: “Core to our business strategy is building stronger emotional connections with our customers and reminding them of our position as a destination for fashion. By seamlessly blending reality with fantasy, Unreal Finds plays on our key strength as the go-to hub for style discovery, where fashion lovers can find endless inspiration.”

Follow ASOS on Instagram, TikTok, Snapchat and YouTube to keep up to date with the campaign.

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Notes to Editors 

¹ For more on this, read our FY23 results announcement: https://asos-12954-s3.s3.eu-west-2.amazonaws.com/files/3816/9882/1739/FY23_Results_Statement_-_FINAL.pdf 

About ASOS

ASOS is a destination for fashion-loving 20-somethings around the world, with a purpose to give its customers the confidence to be whoever they want to be. Through its app and mobile/desktop web experience, available in nine languages and in over 200 markets, ASOS customers can shop a curated edit of nearly 50,000 products, sourced from nearly 900 global and local third-party brands alongside a mix of fashion-led own brand labels – including ASOS Design, ASOS Edition, ASOS 4505, Collusion, Reclaimed Vintage, Topshop, Topman, and Miss Selfridge. ASOS aims to give all its customers a truly frictionless experience, with an ever-greater number of different payment methods and hundreds of local deliveries and return options, including Next-Day Delivery and Same-Day Delivery, dispatched from state-of-the-art fulfilment centres in the UK, US, and Germany.