no notes, just vibes

Instagram · 02 · Gen Z Campaign

Wear the

ASOS

Moment.

Content that doesn’t look like an ad — because the best kind never does. Rebuilding ASOS’s Gen Z relevance through culture, not campaigns.

Client

ASOS

Platform

Instagram

Role

Content Strategy & Creators

Format

Reels + UGC

01.

The Why

Gen Z didn’t leave ASOS. They just stopped noticing it.

Between resale culture eating “newness” and Shein winning the speed war, ASOS’s feed reads like a catalogue trying to be a creator. Polished flat-lays and studio shots get scrolled past in half a second on a platform built for the unpolished and the immediate.

The fix isn’t more product content. It’s content that looks like it came from a friend’s camera roll — with ASOS pieces just happening to be in it.

shot on iphone,
not on set

the whole vibe, tbh

02.

The Strategy

Fit Check, Not Flat Lay

GRWM and outfit-transition Reels shot handheld, in real bedrooms, styled the way Gen Z actually gets dressed — layered, thrifted-looking, imperfect on purpose.

Micro-Trend Speed

A 48-hour turnaround pipeline: spot the sound, aesthetic or meme trending today, shoot it in an ASOS fit, post before the trend peaks — not after.

Creator Closets

Mid-tier creators (20K–150K) styling ASOS pieces from their own wardrobe alongside new drops — so it reads as their taste, not a haul.

Shoppable Comments

Every “where’s this from?” comment gets answered in-thread with the product link — turning the comment section itself into a conversion surface.

03.

The Mockups

mira.wears

Reel · “get ready with me for absolutely nothing”

POV you have zero plans but the fit still has to go off #asos

184K plays

asos

Reel · Micro-trend turnaround, 22hr from spot to post

we saw this trend at 9am. we’re already in our fit era by 6pm shop the drop →

402K plays

joey.thrift

Reel · Creator Closets: 3 new pieces, 12 old favourites

mixed 3 new @asos pieces into stuff I already own bc that’s how closets actually work

96K plays

04.

The Rollout

Creator tiers & budget

15 mid-tier creators (20K–150K) on a content-for-fee + product model; 3 “anchor” creators on retainer for the 48-hour trend pipeline. Usage rights secured for 60 days paid whitelisting on top performers.

Cadence

Daily trend-scan at 8am, shoot/edit same day, post within 48hrs of trend spotting.

Reporting

Weekly saves-to-views and shoppable-comment tap-through review; monthly creator roster refresh based on performance.

Brand-safety note: Creator Closets carries brand-safety risk (creators styling ASOS next to competitor or controversial pieces) — creator brief includes a wardrobe-context approval step before posting.

05.

The Projected Impact

Modelled against Gen Z fashion-vertical benchmarks on Reels — this is a speculative campaign, so figures below are directional targets, not reported results.

Modeled against Gen Z fashion-vertical Reels benchmarks (avg. reach multiplier 2–3x for UGC-style vs. studio content); figures assume creator tier mix above.

4.1×

average reel reach vs. ASOS’s current studio-shot content

+70%

saves-to-views ratio, driven by “fit check” and closet formats

9.5K

projected UGC submissions in the first trend cycle

3.2%

projected tap-through rate on shoppable comment replies

This is how I’d make ASOS feel like a friend again, not a feed.

One of three speculative campaigns I’ve built to show exactly how I think. Let’s talk about what this could look like for your team.

Let’s Talk →