With assistance from Byte, ASOS decided to utilize TikTok’s most expansive audience coverage format – the Brand Challenge Plus. Byte designed the campaign theme #AySauceChallenge (Fashion Dress-Up Challenge) to be novel and highly creative. This challenge spanned three weeks, inviting community users from the UK and the US to “ignite the ASOS trend” by showcasing a series of outfit changes in videos accompanied by custom music and interactive AR commercial stickers, highlighting their most standout fashion combinations.

The Brand Challenge Plus advertisement included a TikTok trending topic placement and a suite of other advertising resources such as TopView, One Day Max, and In-Feed GD (Brand Premium In-Feed Ads), significantly increasing exposure for the campaign and successfully directing users to a challenge aggregation page that collected all UGC submissions. Additionally, ASOS collaborated with 28 prominent creators from the UK and the US, including @abbyrartistry, @estare, @elmo, and @lorengray, collectively launching the challenge and providing creative inspiration for users. This collaboration further enhanced ASOS’s credibility on the platform, allowing them to reach a wider audience of fans and paving the way for large-scale interaction.