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Lamy Zhang MARKETING MAGAZINE SOCIAL MEDIA HONG KONG

ASOS hands social media duties to DigitasLBi China

ASOS has appointed global marketing and tech agency DigitasLBi to steer its social media content management and digital campaigns across Chinese social channels Weibo and WeChat.

DigitasLBi will look for new ways to help ASOS enhance its brand, converse with customers and promote its range of products, by tapping into Sina Weibo’s 143.8 million active users (as of March 2014) and WeChat’s 396 million users (as of May 2014).

Fashion clothing label ASOS was established in the UK in 2000 where it began selling over 65,000 branded and own-label products on asos.com to young adults.

The brand launched in China in November 2013 and already boasts global sales of around 7.8 billion Yuan (US$1.3 billion).

DigitasLBi will work with ASOS China to enhance customer awareness and engagement through a content and activation launch campaign on Weibo and Wechat.

Considering nearly 40% of official website page views are now generated via social media marketing according to ASOS. ASOS and DigitasLBi will create a product promotion area on Weibo, leading customers to shop on the official ASOS website – ensuring products and communications are seamlessly connected.

Yiqun Wang, general manager, ASOS Greater China said: “Influence across social media has intensified, so it’s important for ASOS China to build its brand attitudes and beliefs from strategy, creativity and execution. We appointed DigitasLBi to help us find a breakthrough using social media, and more importantly to help us communicate with customers and provide platforms for them to converse with us.”

Lamy Zhang (pictured), managing director, China, DigitasLBi added that social media has become one of the most important communication and sales channels for brands in today’s marketing mix.

“As long-term partners of Weibo and WeChat, we look forward to pioneering new ways promote the ASOS brand and its products. To be encouraged to think out-of-the-box for an iconic brand like ASOS in an ever-expanding market like China is truly exciting for DigitasLBi.”

Source: Press release

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