Digital Choice: ASOS.com on Facebook

Nik Margolis, Head of digital, DCH

November 10, 2009

How long?

1 minute

Digital Choice: ASOS.com on Facebook

It's a while since a client asked for 'something on Facebook', so this ASOS Facebook app feels old hat compared to, say, creating an augmented reality game, or a Twitter strategy. However, a quick scope of it shows what a perfect marriage ASOS.com and Facebook is. Fashion is about the latest trends, and social media is about the current buzz.

However, is it any good? I'm not sure it's worth creating content for 150,000 fans, but the linkage is good, using Facebook as a portal to some rich online content on ASOS.com. Facebook's high frequency of traffic has been manipulated, with the app cleverly acting as a filter to hive it off on to ASOS.com. It's a nice use of the channel. And where there is existing content, you should certainly promote it.

Ultimately, as a fan page, this works because it is in tune with Facebook and the way people use it. The messaging isn't overly commercial, and it engages fans ('Glad you're happy about the sale! We want to know your top sale picks... what have you bought?'). It is this dialogue that is fed through to the fans pages for them to like, dislike or comment on. It keeps ASOS front of mind and front of feed, and fans are happy with it. Job done.

Agency: Syzygy.

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