#AccessAllASOS was designed to foster advocacy. Super-fans were invited to apply for a special invitation only programme, giving them access to all things ASOS. The short introductory video above explains the concept.
We launched the #AccessAllASOS website (accessallasos.com). In October, we opened the website up for applications. To let our first wave of insiders know they’d been accepted into the programme, each was sent a beautifullywrapped, #AccessAllASOS-branded box containing twopersonalised gifts, and handwrittennote, welcoming them to the programme. They didn’t know it was coming!
Needless to say, the lucky insiders tweeted, Instagrammed and blogged about it. Gemma from ‘Sunshine on a Cloudy Day’ described her being accepted into the programme as “the greatest thing that has happened to me since blogging! Once the programme was up and running in October, we developed a regular schedule of content (including emails to all the insiders), offers, invitations to events for selected insiders, and personalised gifts.
We also staged a day long “selfie school” for 26 fashion bloggers, at ASOS HQ. The next event in December, was ‘social media school’, where the insiders learned social media skill and took part in social media bingo. Some insiders were also invited to an ASOS Xmas party. January saw us inviting insiders to an #asosswapshop, where bloggers swapped clothes with other bloggers and also received a number of ASOS items.