This online fashion retailer used Instagram Stories and clever video ads to immerse its customers into the world of fashion.

Mobile-first fashion

One of the world’s largest and fastest-growing online fashion retailers, ASOS offers over 75,000 product lines to style-obsessed teens and 20-somethings around the world.


increase in brand awareness


increase in ad recall


increase in brand awareness in the US


increase in ad recall in the US

Instagram Stories was a great place to create an ad that wasn’t pushing sales messaging or a specific product. We really wanted to deliver a strong brand message and help drive awareness and engagement in an authentic and sympathetic way to the channel, and entertain our audience in a moment that’s really capturing their attention.
Leila Thabet, Global Director of Content & Engagement, ASOS
Immersive style

ASOS wanted to increase brand awareness and engagement in the US and the UK with its highly active audience of fashion-conscious teens, while also experimenting with Instagram Stories.

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Bringing fashion to life

For its first creative advertising campaign on Instagram Stories, the mobile-first online fashion retailer created a series of ads that immersed its fashion-conscious, digitally native audience into the ASOS brand.

By combining the high production values and style of a fashion shoot with mobile video, ASOS created a campaign that was ideally suited to Instagram and Stories and mindful of the audiences’ own behaviors.

Rather than pushing sales messaging or specific products, the campaign focused on brand awareness and entertaining the audience where they feel most at home, resulting in a 14-point lift in ad recall in the UK and a 7-point increase in brand awareness in the US.