How does an online fashion retailer create advocacy amongst 20something fashion loving girls and help deliver £83M peak trading sales over Christmas? The first step was to acknowledge how she gets inspiration, consumes media and shops across a variety of digital platforms and devices. The second step was to build a content led, socially activated, digital campaign that was as integrated as she was – delivering her tailored moments of social currency via Celebrity music videos, edits, interviews, styling tips, innovations, games and competitions – so that at any moment, on any platform ASOS could help make her #BestNightEver.