Case Study: ASOS achieves student engagement and digital acquisition growth with Seed's Beyond Basic campaign

ASOS drives 400% YOY growth in digital acquisitions with Seed

ASOS, a global fashion retailer, needed to build authentic brand affinity with students across seven international markets. Their challenge was to achieve this without relying on generic advertising or discounts, requiring a campaign that would genuinely engage a demographic that values self-expression and creative ownership. They partnered with Seed to create a content-driven campaign.

Seed's solution, called Beyond Basic, gave students creative ownership by allowing them to design their own ASOS white t-shirt. This was facilitated through a custom online platform integrated into the student sign-up flow and a physical tour visiting campuses. The campaign included a competition mechanic that incentivized participants to share their designs for votes, turning them into organic advocates. Seed successfully drove significant results, including a 400% year-over-year growth in digital acquisitions and achieving 178% of the sign-up target. The campaign also generated over 1 million competition votes and 81,000 tee designs in the UK alone.

ASOS