Visual Content Creator
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Digital Marketing
Analytics Branding
Social Media Python
Technology
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Paid Advertising (Google)
ASOS Activewear
Purpose:
Design Google Campaign that meets principles and applies tactics
My Specific Task:
Design a YouTube Advertisement concept.
Company Background
ASOS is an online fashion and cosmetic discovery destination retailer, creating an accessible platform where people can experiment with self-expression through different styles. They offer fast fashion trend clothing in more than 30 clothing sizes for all occasions. They communicate with their target audience’s language by using informal wording, relatable topics, and telling experiences (ASOS, 2020; ASOS, 2018).
Consideration
Conversion
Awareness
YouTube
Branding
Running
Display
Running
Apparel
Display
Nike
Running
Search
Running
Apparel
Search
Nike Running Shoes
Shopping
Running
Account Structure
The overall account structure theme is “Active August,” in which ASOS is going to promote its activewear products, specifically for its running collections, highlighting the new tops and shorts. YouTube, Shopping, 2 Display, and 2 Search campaigns will be used focusing on the creation of brand awareness, more leads, website visits, and actual sales conversions for running products. Within the main theme, ASOS will partner with Nike. The daily budget for each campaign is approximately $30 because they have enough revenue. targeting the United States, and the most spoken languages in that country; English and Spanish, ages 18-34 and lower-income classes for each ad group. Campaigns were set up without any goals.
YouTube Campaign - Branding Running
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This campaign will focus on the three skippable video ads with a duration of 60 seconds or less showing the brand ASOS representing a lifestyle, targeting a young audience that runs, building a story around “reasons to run”, adapted from “reasons to move”, which has the ABCD video elements:
Attract
Emphasizes the importance of drawing attention from the beginning.
Brand
Integrate your brand in a natural and meaningful way.
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Connect
Connect with viewers through storytelling and emotion.
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Brand Direct
Direct refers to stating what action you’d like the viewer to take next.
For a higher ad recall, we have to communicate the main message (and brand logo) in the first 5 seconds before it gets skipped.
The voice-over speaks directly to the viewer, showing stories of relatable individuals establishing an emotional connection while ending with a CTA to visit a specific landing page.
The ads will have the same final URL, which contains an interactive quiz/game experience, redirecting the visitor to the right gender-based running landing pages.
Performance Estimate
6.1k-16k views
Available Impressions
9.1 Million
Impressions
21k-41k
Average CPV
$0.02-$0.04
If we had more budget, we would also run a Nike collaboration Ad Group with Nike-related keywords instead of topics. Another option is to add two different ad groups (one male-targeted, one female) having the same in-market/affinity audience but then in combination with gender-related keywords. Our intent for the ads in these ad groups is to bring people in the consideration stage to gender-based landing pages.
