The campaign mainly ran in the UK and US where there is a large amount of high quality branded content. Within the fashion sector branded content mostly takes the form of an editorial fashion film which acts as a moving look book for key collections.

Over 3weeks we launched shoppable-music videos from model Charlotte Free, pop-sensation Ellie Goulding and rapper Azealia Banks. The content was authentic, credible and inspiring to our 20-something female audience. We used PR and our publishing channels (ASOS.com, Facebook, Twitter, Pinterest, ASOS magazine, email and Instagram) to seed out a variety of celeb/music/trend-led stories to draw the audience in.

We also pushed the shoppable-music videos out via paid-media, acting like a content-led shop window; the audience could watch, interact and buy the product without leaving their existing platform experience whether it be video on demand, an app or their favourite blog.

Across paid-for, owned and earned channels, our Christmas collection launch videos were viewed over 7 million times. From paid-for media alone, this delivered £1,087,729 revenue from a spend of £299,877, delivering a 2.63 ROI.

43.7% of viewers actively engaged with the interactive video elements (previous best performing benchmark was 12% achieved by Nike, Adidas, Diesel and LVMH using the same software), delivering 2 days 18 hours of additional time with the brand.

The three films met our objectives, launching the WW Christmas party wear collection in a way that resonated with 20something girls, driving engagement, traffic, sales and advocacy. The Christmas campaign also helped deliver our #BestChristmasEver beating our peak trading sales target by +11% and enabling us to report a +34% YOY UK growth to the City (ASOS plc Trading Report 31st December 2012).

"ASOS's use of shoppable video in their 'Best Night Ever' campaign places them at the forefront of social commerce. Using the most up-to-date technology, ASOS combined shopping with entertainment to reach their customers in that magic moment and make it actionable." Peter Fitzgerald, Country Sales Director, Google UK