The fashion brand ASOS are currently promoting their men’s Autumn/Winter range with a competition entitled "Can you pop better than Baby Bang?" on Facebook and YouTube. Anyone who is street, urban, cool or “sick” will know what this means and that Baby Bang is a16 year old making waves on the Urban dance scene. The prize is £500 of ASOS vouchers, the title of Urban Tour Champion and all the free publicity and opportunities that go with having your performance shared on social networks.
It’s a winning formula because ASOS are talking the same language as their target audience, the competition is imaginative, and it requires the audience to do something, to contribute in order to join this community.
The fact that people are taking time to record their best moves, posting it to YouTube and Facebook, and willingly sharing that content with ASOS demonstrates the loyalty and trust they have for the brand. They want to be part of the ASOS community; entrants are happy to be associated with the brand as they share the same values or aim to live the lifestyle. ASOS Facebook page currently has 1,203,465 likes and maintains this volume of followers by giving them what they want: fashion and styling tips, exclusive competitions, and special offers and behind the scenes access at events. In return ASOS get sales.
I keep banging on about how important it is to understand what customers want from connecting with a brand on social networks and Retweet to win, Read our latest blog or “like” our Facebook page just won't cut the mustard as more and more businesses battle for customers attention.
If a social campaign isn’t delivering the results your business hoped for then it's worth reviewing your activity before you lay the blame for failure with the social network. If you think this marketing channel won’t work for your sector then think again, check out B&Q or Radio 4 for examples that aren't hip, young or sexy yet successfully use social media to connect with their target audience.
Content is king and if your goal is to build valuable, long term relationships with your customers I’d suggest taking a leaf out of ASOS book and find your business equivalent of "popping better than Baby Bang", possibly less painful than it sounds!
If I can help feel free to contact me.