A distinctive media and comms approach to engage with 20-somethings

Develop strategic agenda

Why The Upside

The ASOS brand team needed a distinctive point of view on how and where they should engage with 20-somethings across EMEA and US, informed by the company’s newly articulated purpose. The Upside was chosen to co-create an original but grounded perspective with multiple teams.

How We Approached the Challenge

  • A 6-week sprint, with weekly cross-team working sessions to keep momentum and alignment
  • Articulated the core consumer insight on the back of in-depth consumer interviews
  • Developed a comprehensive ASOS Connections Framework, with a clear strategic comms idea and key opportunity areas to create talkability


The project helped educate the Board and plan 2020 marketing budgets.

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