ASOS - Queer Creatives of New York City
We partner with ASOS to amplify its presence in New York City by celebrating the vibrant LGBTQ+ creative community. Through a dynamic and culturally resonant campaign, we showcased the authentic stories of queer creatives, aligning ASOS with the pulse of New York’s fashion, music, and culture scene.
Client Challenge
ASOS sought to deepen its connection with LGBTQ+ consumers in New York City, reinforcing its commitment to inclusivity and self-expression. The goal was to create an engaging, high-impact campaign that resonated with the community while elevating ASOS as a brand that truly celebrates diversity in fashion and culture.
Our Approach
Creative Strategy & Ideation – We collaborated with diverse queer creatives, ensuring authentic storytelling that reflected their lived experiences.
Live-Streamed Storytelling – 30-minute ‘A Day in the Life’ videos were broadcast across ASOS and Gay Times’ Facebook platforms, offering real-time engagement.
Multi-Platform Amplification – Leveraging the reach of Gay Times— a powerhouse in LGBTQ+ media— we extended the campaign's impact across music, fashion, and cultural spaces.
Seamless Production – A visually compelling, socially driven execution brought the campaign to life, fostering genuine connections with audiences.
Key Outcomes
📌 1.3M+ Social Reach, significantly expanding ASOS’s LGBTQ+ audience.
📌 8.8K+ Social Interactions, driving engagement and conversations around the campaign.
📌 100K+ Facebook Live Views, reinforcing ASOS’s visibility within key LGBTQ+ digital spaces.
📌 283% Increase in ASOS Sales, demonstrating a tangible impact on consumer behaviour.
The Impact
✅ Strengthened ASOS’s position as an LGBTQ+ inclusive brand in the US market.
✅ Fostered authentic community engagement, creating a movement beyond just a campaign.
✅ Leveraged influencer marketing to drive real sales growth, blending culture with commerce.
Through strategic partnerships and impactful storytelling, ASOS successfully embedded itself into the heart of New York’s queer creative scene, translating cultural resonance into real commercial success.
