ASOS

Success Story

Fueling growth through mobile

When this mobile-first online fashion retailer wanted to build on its success with dynamic ads, Facebook Solutions Engineering offered a cross-platform solution that delivered richly personalized retargeting—and a dramatic increase in sales.
  • 35% more people reached
  • 3X increase in orders
  • 2.5X increase in return on ad spend

Their Story

Fast-moving fashion

ASOS is one of the world’s fastest-growing online fashion retailers, offering over 75,000 product lines to customers worldwide through its country-specific websites and mobile apps.

Their Goal

Unlocking mobile revenues

ASOS’s growth is fueled by a laser-sharp focus on acquiring new customers, driving repeat visits and retaining existing customers. Dynamic ads were already an important channel, but ASOS wanted to retarget its rapidly expanding mobile app user base to grow revenues further.
ASOS is an ambitious brand that moves fast and Facebook is a great place to find and connect with mobile-savvy 20-somethings. The Solutions Engineering team was an excellent partner in building on our already successful dynamic ads campaigns to deliver a seamless cross-device customer experience. We’ve had real success by tapping into our app browsing audience and deep-linking them back into their preferred shopping environment with products they like.
Dean Murr, Senior Programmatic Manager, ASOS

Their Solution

Partnering for a powerful solution

The typical ASOS customer is a multi-platform consumer who typically browses, shares and buys across a range of apps, mobile and desktop websites. To improve the way it retargets ads to these consumers at the right time on the right platform and with the right content, ASOS partnered with Facebook’s Solutions Engineering team to build on its existing dynamic ad success.
The team quickly identified a major opportunity in retargeting dynamic ads to people who primarily browsed on the ASOS app. By providing mobile app deep linking information within its product catalog, ASOS could send people straight from the Facebook app into the ASOS app to see products that they had previously viewed and then give personalized recommendations. This delivered a seamless app browsing session, followed by a quick and easy mobile checkout—entirely within people’s preferred shopping environment.
Facebook worked with ASOS to set up, test and integrate mobile app events within its mobile app, which allowed the brand to track app performance, understand how people were interacting with products in the app, and observe subsequent buying behaviors. Using this information, ASOS optimized campaigns by device and by the amount of time since the last visit, tailoring messages accordingly.
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Products used

Goals

Their Success

Upwardly mobile sales

Cross-platform dynamic ads were swiftly implemented and have been driving growth in mobile sales.
  • 35% more people reached
  • 3X increase in orders
  • 2.5X increase in return on ad spend
We knew that ASOS’s core audience spends a lot of time on mobile and we wanted to help it maximize the opportunities there. Dynamic ads had been very successful on web, so we worked alongside the ASOS team to integrate dynamic ads retargeting with the mobile app so that ASOS would be able to offer an even more compelling and personalized shopping experience—on an ASOS-sized scale.
Jordan Rogers-Smith, Solutions Engineer, Facebook