Stars of music and modelling, Azealia Banks, Ellie Goulding and Charlotte Free have been recruited by global online fashion and beauty retailer ASOS to lend their talents to its women’s Christmas campaign. Bringing to life the #BestNightEver theme via imagery, video, editorial and mobile and social media content, the campaign will run in three segments giving each “face” her moment in the spotlight.
Teasing shoppers in the build-up to the campaign are Pinterest puzzle pieces which once arranged into the correct sequence will reveal the collective talent. Facebook will host a global party feed, as ASOS invites its customers to post their party pictures thereby highlighting the locations of their soirees via Instagram picture submissions.
American model, Charlotte Free will be encouraging viewers of Charlotte Free TV to replicate her signature poses and post them to ASOS’ Instagram page, tagged #BestPoseEver, as well as submitting them to a Facebook gallery. The TV channel offers a shoppable video and product carousel of newly launched items at ASOS enabling fashionistas to click and add fashion and beauty picks direct to their shopping basket. Customers are also set the challenge of guessing the December cover star’s stocking-filler wish list to be in with a chance of winning the product for their own festive enjoyment.
ASOS has selected British singer Ellie Goulding as its Music Muse for the December issue and the blonde beauty will be relating her ultimate party playlist ahead of the New Year, as well as recording an exclusive video to a performance of Only You. The one-off film will be showcased on the ASOS website and across its social media platforms from 5 November alongside Ellie’s selected party hits. Fellow British musician, hip-hop artist Azealia Banks – who we saw gracing the front row at one or two shows during Fashion Week – covers the January issue of ASOS magazine. Releasing never-before-heard single Fierce exclusively on the fashion site, Banks will model her favourite ensembles from the Christmas collection for the video. Documenting her glamorous lifestyle and fashion choices throughout the festive season with pictures uploaded to Pinterest forming a party diary, fans and shoppers can stay up-to-date with the singer’s venue-hopping and style choices from winter warmers to mistletoe haute couture. She too will reveal her personal seasonal playlist via the ASOS Christmas hub.
Marketing director, Terri Westlake, said: “To support our peak trading period, we specifically built this campaign – with fashion-related, shareable, digital content – around three women who each have a unique sense of style and appeal as individuals to our customers for different reasons, driving interaction across a broad base internationally.” Each segment of the campaign will be rolled out across two months, with unique treatments and icons from Azealia, Ellie and Charlotte to be used for personalising Facebook cover images, and the girls will also be extending their presence to a series of video interviews detailing their personal styling and beauty tips.
Azealia Bank’s debut album Broke with Expensive Taste – including the single Fierce – will be released on 12 February 2013.