Leading the in-house and brand collaboration team

Working within the in-house team at ASOS I lead cross platform teams from social through to agency partnerships. My role was to unlock the best of the in-house set up while bringing in the expertise to land our ideas to the biggest hardest to reach audience Gen-Z.

One of the key examples of this approach was 2020 Halloween execution.

ASOS.com used the height of the TikTok craze back in 2020 to launch one hell of a Halloween campaign!

Named ‘Day to Fright’, which very quickly become a viral trend, the campaign focus saw thousands of TikTokers transition from casual everyday looks to scary Halloween-ready outfits - most of them using beauty products and clothing from Asos 👀

We teamed up with a network of creative influencers, make-up artists and content creators to really push the campaign using the hashtag hashtag #asosdaytofright…

The resulted in 2.8 BILLION views for the campaign and the UGC from the campaign.