One of the world’s biggest fashion websites, Asos, has its sights firmly locked on Australia’s university students.
The pureplay retailer is launching a student portal on its Australian website, in what is a world first for the British company.
The Hundreds Project offers Australian university students special deals, competitions, and promotions, as well as student relevant fashion advice.
Jo Shapland, senior marketing and communications manager of Asos Australia, told Inside Shopper that The Hundreds Project is an extension of Asos’ ongoing marketing activity.
“Our brand is one that is very targeted to the 20 to 25 year old demographic. We go after youth that are fashion forward,” she says.
“Within that demographic is a sweet spot of when somebody is young, coming into who they are, just out of [high] school, and making major decisions for the first time.
“It’s crucial to us to create a good brand advocate at that stage of their life and keep them with us through their life cycle.”
The Hundreds Project follows two Asos Australia activations in 2013 targeting tertiary students on several major campuses, such as The University of Sydney.
The first was rolled out exactly one year ago in early 2013, and targeted university students on three campuses via a denim competition.
The second activation, Lost On Campus, took place in August and targeted students at 10 universities, including The University of NSW and Melbourne.
“This was a lo-fi tactical campaign with Asos kits on campus. The response we got during this amazed us,” says Shapland.
“So that switched us onto the idea of doing a strategic thing around students. [The Hundreds Project] saves us from doing tactical one offs. It’s now a full year activation.”
The core student strategy
The Hundreds Project’s core strategy involves asking students to upload pictures on Instagram or Twitter and hashtagging #TheHundredProject.
Students that upload 100 outfit shots are automatically given a blanket one year 25 per cent off Asos discount, and one top ‘stylist’ will win a year’s supply of Asos.
Shapland says Asos decided to use social media in its campaign because its core demographic is so closely aligned with these platforms.
“Youth are so connected. They value social and democratisation and see through the bullshit. They value what their friends have to say,” she says.
The Hundreds Project will also include on campus marketing events at five major universities’ student orientation weeks in late February.
Asos is targeting The University of Sydney, NSW, Melbourne, Queensland, and Monash University.
The ‘Hundred Second Challenge’ implemented at these campuses will ask students to dress public mannequins in Asos product and rate their peer’s styling abilities.
“Students will be invited to come up to an Asos rack of product and mannequins and compete in 100 seconds. We’ll ask crowds who wins and have a whole lot of energy.”
The US and UK arms of Asos are also targeting tertiary students, and may consider The Hundreds Project for mid-2014 academic calendars.
