Case Study: ASOS achieves 600% more brand mentions and 26% referral lift with Traackr

How ASOS Built a Successful Brand Advocacy Program

ASOS, the UK-based online fashion retailer founded in 2000 and aimed at 20‑somethings, wanted to convert its strong social presence into scalable, authentic brand advocacy. The challenge was to motivate highly engaged fans to voluntarily share content—without paid incentives—by providing uniquely valuable experiences and access.

ASOS launched AccessAllASOS, a high-touch program that selected 700 members from 3,000 applicants (with plans to scale to 3,000–5,000) and used Traackr to discover top fans, personalize relationships, and measure ROI. In three months the initiative produced 7,500 pieces of content, drove a 600% increase in spontaneous brand mentions, and delivered referral traffic 26% above target.

ASOS

Hannah Craik

Social Media Head