ASOS is a global online brand that designs and sells on-trend fashion. Over the last decade it has become the UK’s leading online fashion retailer for young women, but amongst men, the brand remained largely unknown.There was an opportunity to grow menswear sales, with particular focus on augmenting the proportion of sales delivered by ASOS Own Label, which delivers the highest margins.

The key challenge was therefore to drive awareness of ASOS brand with men 18-25y.o, despite being massively outspent by competitors H&M and Uniqlo.However, research confirmed that young men are less actively interested and engaged with fashion than young women. Influenced by their peers, they seek inspiration from people they admire, not from traditional fashion sources. Men look to culture, not catwalks.

7.36m global views in just 11 weeks - 3rd most popular campaign on YouTube 2011 (UK)32% of Men16-34 in the UK saw at least 1 element of Urban Tour resulting in nearly 500,000 additional men visiting ASOS.com within 3 months.

On a media budget of £500,000 (the cost of a dozen fashion spreads), Urban Tour delivered:- Incremental revenue: £2m- Sales: 40,000 new male shoppers- Awareness: Doubled from 13%-24%, overtaking Topman- Acquisition: 24% of visitors were new to ASOS- Conversion: 14% of visitors purchased - within 7mins of watching the content (vs target 5%)

It was critical that The Urban Tour feel like a shopping destination that reflected an urban aesthetic, 'As Seen on the Street'. The design needed to feel inherently masculine to appeal to the target audience, with focus on the rich content from around the world.

More than entertainment, The Urban Tour had 2 key tasks;- Ensure the breadth of content was all easily shared across social channels to maximise reach.- Sell the collection with seamless e-commerce functionality.

A sleek, tech-style design was born with simple unfolding roll-over animations to maximise the breadth of content without overwhelming the user.