Context

After years of aggressive growth marketing, ASOS' Board engaged JOJA to redefine what the ASOS brand stands for, uncover fresh gen Z insights, and translate them into a strategic creative calendar.

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Approach

Leveraging our "4C" potentiality analysis and proprietary Brand Diamond framework, we facilitated a series of collaborative workshops with the CMO’s team. These sessions were designed to craft a clear and compelling brand platform. From there, we developed this into a robust creative platform and outlined a phased activation rollout.

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Result

Over 2 intensive sprints spanning 12 weeks, we effectively navigated the complexities of the digital marketplace landscape. We revitalized ASOS' brand distinctiveness and charted a creative path forward that engages both longstanding and new customers, ensuring the brand's resonant and dynamic presence in the competitive online retail space.

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