Video marketing case study: Asos lets viewers change colours of YouTube video

Digital marketing industry case study library

Asos’ latest marketing campaign for its autumn/winter collection generated nearly half a million views in a week. When viewing the video, users can click on a colour strip at the bottom of the video, causing the film to switch seamlessly to that colour theme. The film was created by Virtue Worldwide, Vice Media’s in-house creative agency. The ad has been shot five times using five different colour schemes, and lets viewers to click to change the colours and clothes in the video as it plays. The shoppable video has been viewed more than 700,000 times in just over a month.

An interactive video on YouTube that lets users choose to view scenes in red, yellow green, blue or black, punctuated by a disco groove from girl band Juce!, forms the basis of a promotion for online fashion retailer Asos.

The video promotes Asos’s FW14 (autumn/winter) collection. Five separate films were shot using identical takes but with each employing a particular colour theme to showcase the retailer's colour palettes.

The YouTube video features music from London girl group Juce!, with their track ‘The Heat’.

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