ASOS launched #AySauce branded hashtag challenge campaign on TikTok

ASOS has partnered with popular social media app TikTok to launcha three-week campaign that will promote their outfits in the UK andUS.

Featuring more than 25 leading content creators, with a combinedfollowing of over 219 million, the partnership includes an #AySaucebranded hashtag challenge, in-feed ads, a bespoke music track, andan interactive augmented reality (AR) experience created withTikTok’s branded effects.


Creators involved in the campaign includeLoren Gray known in the US as “the original queen of TikTok”,Michael Le, Britain’s biggest TikTok personality Holly H, LukeTrotman from the Love Island, social media duo the Neffati Brothers,and Jordan Fisher from Netflix’s Work It.


The ASOS campaign is TikTok’s biggest advertising deal yet.Starting this Tuesday, all TikTok users in the UK will be greeted withASOS content when opening the app through the platform’s TopViewadvertising solution. Meanwhile, an #AySauce (a play on the brand’sname) Branded hashtag challenge will ask target audiences toshowcase three outfits of their choice in 15 seconds, using theircreativity and personality to bring their looks to life.


Extra content from ASOS will be available through an ‘Explore’ tab on thechallenge page, and In-Feed Ads will run throughout the campaign toreach TikTok users in their personalised ‘For You’ feeds.ASOS has commissioned and produced its own track with KARM andco-created a unique Branded Effect AR experience with Byte. John Mooney, brand creative director at ASOS, said: “We’re alwaysevolving our content, social media strategy and channel focus toensure we’re staying relevant to our fashion-loving 20-somethingcustomers. TikTok is a growing part of that mix, and we’re excited tosee how our social content team can engage our customers in newways through the #AySauce hashtag challenge over the comingweeks.”


Inam Mahmood, managing director of global business solutions, UK,at TikTok added: “TikTok’s format and joyful tone encourages brandsto be authentic and creative in a fully immersive, no-judgement world.The team at Asos has really leaned into this and shown with itscampaign that it understands what makes the platform unique –community, music and creativity.”


By Maria Peftouloglou