ASOS

Overview

Joined Factory PR in November 2024 to support the ASOS team and turned a gifting program into a growth engine: vetting creators, scaling outreach, directing creative, measuring results, and helping organize ASOS's first US pop-up.

The Challenge

ASOS wanted to expand deeper into the US market but couldn't scale their gifting program fast enough to meet the moment. Outreach was small, conversion was inconsistent, and there was no real IRL footprint to anchor the brand in New York culture.

• Limited US creator pipeline relative to ambition for the market.
• Gifting cadence wasn't keeping pace with product drops.
• Conversion from gifted to posted content was leaving EMV on the table.
• No IRL flagship moment to ground the brand in NYC.

The Halo Treatment

• Built and vetted a curated US creator pipeline matched to ASOS's tier and category mix.
• Scaled gifting to 500 creators per month with tailored outreach and product recommendations.
• Directed creative and aligned deliverables to revenue-driving formats.
• Tracked EMV, conversion, and audience overlap across every drop.
• Co-organized and hosted ASOS's first-ever NYC pop-up, curating the influencer guest list and running on-the-ground activation.
• Ran a parallel creator campaign to promote the pop-up across feeds.