To build on the success of Blank Canvas by continuing to increase the number of global students heading to ASOS.
In a time of exploration, ASOS provided the tools for students to express, discover and create. We inspired students from across the globe, by challenging the classic white tee with our ASOS Go Beyond Basic campaign, inviting students to either make or choose a design for their plain white tee both on the ground and online.
Our international Go Beyond Basic tour visited the UK, France, Germany, Italy, Spain, Australia and the US. The campaign in the UK was also accompanied by 20 Student Brand Ambassadors, recruited and managed by Seed, who supported and amplified the campaign.
The 100 date global tour was a huge success, with the UK tour reaching 13% of the UK student population and 81k t-shirts fulfilled to UK students alone, cementing Seed as ASOS's global strategic student marketing partner.
"Seed have helped us create and deliver some of our biggest and most exciting student campaigns to date, both on-campus and online. Their insight into the student audience and ability to execute complex, global campaigns has played an important role in the evolution and success of ASOS’ student marketing. They’ve been a pleasure to work with, and I would highly recommend them to any brand that’s keen to reach and create truly engaging experiences with students."