A case study in harnessing advocacy:Access All ASOS

(Or; How to make friends and influence people)

92%of people rely on recommendations from people they know over any other source

(Neilsen Consumer Trust Study, June 2012)

We have 8,000,000 customers. Each with an average of 338 friends, 208 followers and 843

followers.

1,200 Insiders in the UK programme

3,000in the UK and

10,000 globally

Ambitions to have

Number of members +54% on target

Earned media -16% on target

Traffic to ASOS.com +26% on target

12,000,000Reaching in excess of

(Traackr, February 2014)

45%Unprompted mentions of ASOS amongst Insiders increased

(Traackr, February 2014)

- all positive.