Case Study: ASOS drives brand affinity with TikTok for Business Branded Mission

Driving positive brand affinity through awareness and deep engagement in a Halloween Hashtag Challenge special

ASOS, the online fashion retailer for 20-somethings worldwide, wanted to boost brand affinity and deepen engagement with its audience. TikTok for Business supported the goal with a Halloween-focused branded campaign built around a hashtag challenge and creator-led content.

TikTok for Business and Byte launched the #ASOSAlterEgo Branded Hashtag Challenge, adding a custom Branded Effect, creator amplification, and paid formats including TopView and In-Feed One Day Max, plus auction activity to extend reach. The campaign delivered a 219% increase in relevant engagements, a 17% increase in relevant video creations, a 22.4% lift in ad recall, and a 7.8% increase in brand awareness.

ASOS