Emily Watts

BA (Hons) Fashion Promotion 2019

Female Empowerment: ASOS

This campaign encouraged ASOS’ 20-something audience to aim high and create their own professional pathways. By working to eliminate career gender gaps, the target audience would be more likely to engage with the campaign and think more positively towards the brand. With ASOS being named LinkedIn’s no.1 employer, the message and company fit well together, ensuring authenticity behind the campaign.

With this project I worked to develop a creative marketing plan for ASOS. As consumers have more options than ever before, reaching target audiences has become increasingly important for businesses. I therefore worked to produce a creative outcome, with an aim to drive the business.

A special edition of ASOS’ seasonal magazine was used to execute this campaign. By launching this on International Women’s Day and donating 10% of all profits to a women’s employment charity, the female empowerment message was delivered.