THE ASOS BEAUTY CALENDAR
Luxury calendars are in high demand. High-end retailers such as Liberty London, Harrods and Selfridges have been leaders in this space for the last few years. With brands such as Jo Malone and Ciatè on board, calendars were known for selling out well before December with price tags between £75-£200.
Having worked in collaboration since 2009, our insight into ASOS's customers and industry knowledge reinforced our belief that there was a gap in the market for a premium multi-brand offering.
BENEFITS TO ASOS
Using the beauty calendar, ASOS accessed products that weren't currently stocked but were potentially relevant to their customer's. Once the calendar was live, ASOS could monitor the level of response for each brand involved, effectively trialling each brand before committing to stock.
Similarly, this enabled brands to trial sampling with ASOS before committing to a paid campaign. This increased new business prospects for ASOS with a reduced risk for advertisers.
ASOS were able to enter the luxury calendar market where they previously weren’t present; this placed them ahead of the market with competitors such as: Topshop, River Island, New Look and H&M, none of whom produced a luxury calendar for 2016. Through market insight, creative thinking and audience behavioural analysis, we helped ASOS out-manoeuvre their competition.
BENEFITS TO THE ADVERTISER
ASOS offers brands a sought after demographic, but not every brand has the resources to access them easily. High volume requirements and media booking costs can make it prohibitive for brands trying to break through.
We offered these brands an alternative way to reach the ASOS consumer in a premium format with a low financial risk, whilst benefiting from the associated endorsement from ASOS.
This is a huge positive when encouraging customers - who trust ASOS's recommendations - to trial and eventually purchase the product.
This partnership delighted consumers, delighted our partner brands and most importantly, delighted ASOS.
From sign-off point we spent 5 months negotiating stock from 24 advertisers. This meant meeting with 100+ brands to obtain the final 24, with stock then being sent to a holding warehouse organised by Response One. The calendar was printed and constructed in the UK to maintain the ability to monitor the progress. The contents were hand-inserted and the calendar was then sent to the ASOS warehouse.
Once in the ASOS warehouse the product was prepared for listing on their website. The whole process only took an impressive 9 months from conception to execution.
Following its launch the ASOS luxury calendar has created a significant media buzz and even reached the No.1 spot on the 'Best Beauty Advent Calendars 2016' for Elle magazine.
Following the success of the first ever beauty calendar for ASOS, our team are now preparing for 2017 with a second Female Beauty Calendar and their first Male Grooming Calendar.
It has been an incredible journey and we look forward to the next new chapter in our collaboration.