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FML - Asos has done it again

Building increasing popularity in the last few weeks, Asos’s latest Twitter campaign #FMLMonday pushes brand awareness as well as providing some Monday entertainment.

The concept is simple, Asos encourages its followers to tweet the hashtag #FMLMonday (“F*ck My Life” for those of you not down with the kids) with their funniest/most horrendous stories from their Monday so far in order to win Cheap Monday product from Asos in return. Not only is following this hashtag increasingly addictive due to the humorous and sometimes scandalous tweets Asos followers are prepared to share, it shows just how right Asos can get it.

Ideal for the Asos target market, the campaign encourages an audience that is more than comfortable on social platforms and by making no reference at all to sales, Asos becomes part of this audience rather than a retailer trying to sell to it. Twitter is the ideal platform for this type of campaign, encouraging as much user interaction as possible whilst keeping it manageable with responses not able to be more than 140 characters long. With over 1,000 responses to the hashtag so far today, the reach of the campaign is clear to see.

Here are some of our favourite #FMLMonday posts so far:

@beccawoollam
@ASOS Having to wear my boyfriends ‘nice nuts’ squirrel boxers under my white mini skirt because i forgot to pack knickers #FMLmonday

@StephenJamesM_
@ASOS beard trimmer battery ran out…mid shave, whilst late for work. 80’s tash mcgee. #FMLmonday

@emilycaroline_2
@ASOS finding a giant spider crawling down your wall, trying to catch and it lands on your face then you lose it in your bed #FMLmonday

@JonJonJonJoseph
Realising whilst on the bus you’re wearing your sisters socks which read “cheeeky” down the side in bright pink. #FMLmonday

@lizziedav
Poured four cups of just boiled tea down self, very sore, had to wear (male) colleague’s gym shorts while trousers dried. @asos #fmlmonday

@curtyhun
@ASOS 6 months worth of coursework due today at 12 haven’t started and still go to walk 2 miles to get my bus #FMLmonday

@guywaynechan
It also transpires that I’ve no more ‘TRESemmé Freeze Hold Hair Spray’ - of which no modern man is complete without. @ASOS #FMLMonday

Keely Stocker, Online Editor, Drapers
keely.stocker@emap.com

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