Working with pop royalty is a rare opportunity, and when we had the chance to collaborate with Lewis Capaldi for Black Friday, we knew we had to make it unforgettable. With his natural humour and social media prowess, Lewis took the reins as Creative Director for the day, and we captured every moment of the magic as it unfolded. Our creative and social teams worked tirelessly to craft a narrative that would resonate with our audience, and the result was nothing short of phenomenal.

Using a mockumentary approach, we created a buzz around our unexpected collaboration that quickly spread like wildfire on TikTok and beyond. The press couldn't get enough, and before we knew it, we had over 127 earned media articles and 6M impressions on TikTok alone. Our SOV skyrocketed to 62% on launch day, and customers couldn't wait to find Lewis hiding amongst some of our best sellers.

It was an incredible experience, and we're thrilled with the results. Thanks to Lewis's star power and the talented creative and social teams, we created a campaign that truly captured the imagination and got everyone talking about ASOS.