ASOS launches branded hashtag challenge campaign on TikTok

ASOS has teamed up with TikTok for its latest campaign encouraging users to show off their outfits in the UK and US.

The ‘#AySauce’ campaign, created in collaboration with Byte London, features a dedicated branded hashtag challenge, in-feed ads, a bespoke music track, and an interactive augmented reality (AR) experience with TikTok’s branded effects. Talent involved in the campaign includes Holly H, Luke Trotman from Love Island, the Neffati Brothers, Loren Gray, Micheal Le, and Jordan Fisher.

“We’re always evolving our content, social media strategy and channel focus to ensure we’re staying relevant to our fashion-loving 20-something customers,” said John Mooney, Brand Creative Director at ASOS. “TikTok is a growing part of that mix, and we’re excited to see how our social content team can engage our customers in new ways through the #AySauce hashtag challenge over the coming weeks.”

Starting today, all TikTok users in the UK will be greeted by ASOS content when opening the app. Then, from 31 August, the #AySauce challenge will ask target audiences to showcase three outfits of their choice in 15 seconds. Those participating in the challenge will be able to explore more ASOS content via an extra ‘Explore’ tab on the challenge page.

In-feed ads will run throughout the campaign to reach users in their personalised ‘For You’ feeds. And ASOS has commissioned and produced its own track with KARM and co-created a branded effect AR experience with Byte.

In the US, ASOS will run in-feed ads from 31 August until 14 September alongside creator content.

“TikTok’s format and joyful tone encourages brands to be authentic and creative in a fully immersive, no judgement world,” said Inam Mahmood, Managing Director of Global Business Solutions UK at TikTok. “The team at ASOS has really leaned into this and shown with its campaign that it understands what makes the platform unique – community, music and creativity. We’re excited to see the results we can help to deliver for ASOS across the UK and US.”