Smiling woman with curly hair in a slogan T-shirt, sage cardigan and high-waisted peach bottoms, holding glasses outdoors
Submitted by InfluenceHer Collective

ASOS Student Discount Instagram Influencer Program

Influencer Marketing

InfluenceHer Collective activated 50 college-aged influencers on Instagram to drive sign-ups for the ASOS student discount program, and the agency reports a 10.7% average engagement rate.

10.7%Avg Engagement Rate

Case in 60 seconds

ASOS wanted to increase sign-ups for its new student discount program before the upcoming spring semester, while also building awareness of its ASOS Design line among the students the discount was built for.

The campaign turns on peer proximity rather than brand voice, because the page casts college-aged influencers as the messengers for a student offer, so the people showing the product share the audience's own stage of life.

The page frames the work as presenting ASOS as a young, affordable and student-friendly retailer, with ASOS Design products giving followers a reason to notice the student discount rather than the offer standing alone.

InfluenceHer Collective activated 50 college-aged influencers, who selected products from across the ASOS Design line to showcase in Instagram photos, with captions explaining the student discount and encouraging followers to sign up.

InfluenceHer Collective reports a 10.7% average engagement rate for the influencer content, a measure of how followers responded to the Instagram posts rather than of the sign-ups the program was built to drive.

Strategy Breakdown

Students, reached through college-aged influencers and their followers ahead of the upcoming spring semester.
The page places ASOS as a young, affordable and student-friendly retailer, so the campaign used the student discount to attach that positioning to the ASOS Design line rather than presenting the offer as a price cut alone.
The captions asked followers to sign up directly, which turned each post into a prompt to act rather than an awareness placement alone, because the program's goal was counted in sign-ups.

Creative & Execution System

Assets & channels

  • Instagram

Partners

  • InfluenceHer Collective

Results & Evidence

MetricValue
Avg Engagement Rate10.7%

Why InfluenceHer Collective's strategy worked

  1. 1

    Pairing a product showcase with an offer in the caption gives a discount program a visual reason to be noticed, because the photo carries the product while the caption carries the sign-up request.

  2. 2

    Casting creators from the same life stage as the target audience lets an offer read to followers as peer advice rather than retail promotion, which suits a discount defined by student status.

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