ASOS PLUS SIZE CAMPAIGN

Overview of the Campaign

• ASOS conducted a plus size campaign featuring influencer Vivian Eyo-Ephraim, which earned it praises for using a black "plus-size bikini model."
•  Vivian Eyo-Ephraim published a video on her Instagram page flaunting the yellow plus-size bikini by ASOS. In the video, she turns and moves to show how the bikini fits in front and the back as well.
• Likewise, ASOS ran another campaign featuring Natalia Lorenzo in a red plus-size dress, that also elicited positive reactions on Twitter. The image uploaded on Twitter by plus size influencer Callie Thorpe shows model "Natalia Lorenzo in a backless red dress."
• The use of plus-size models sought to also express diversity, inclusivity, and representation of all ethnicities, body types, and sizes.
•  Vivian Eyo-Ephraim published a video on her Instagram page flaunting the yellow plus-size bikini by ASOS. In the video, she turns and moves to show how the bikini fits in front and the back as well.
• ASOS used the campaigns to market its ASOS Curve and Plus Size category.

INFLUENCERS INVOLVED IN THE CAMPAIGNS

•  Vivian Eyo-Ephraim is among the few influencers who actually modeled for ASOS. Her posts went viral stirring an endless conversation around plus-size category products by ASOS.
•  Callie Thorpe, a plus-size influencer is also involved in generating a buzz around Natalia Lorenzo's backless red dress, as she posted, “Look at this gorgeous model and her cute back rolls just out here to show women that their bodies are normal and that real life isn’t photoshopped and filtered.”

SUCCESS METRIC

• ASOS plus-size bikini campaign involved Vivian Eyo-Ephraimy, who has 15,900 followers on Instagram. The video and posts of the model online have generated a buzz on Twitter, which has elicited numerous positive reactions.
• As of October 17, 2019, the video, which was posted on March 28, 2018, has attracted 96,380 views and 394 comments to date.
•  Callie Thorpe's tween immediately went viral and resulted in 400 retweets and 2,500 likes. She has 22.2 followers on Twitter and 234,000 followers on Instagram.

ELOQUII NOIR CAPSULE COLLECTION

OVERVIEW OF THE CAMPAIGN

• Eloquii embarked on a new holiday campaign in November 2017 featuring some top plus-size bloggers and influencers.
• In its 'Noir Capsule Collection' advertisement, Eloquii features Tess Holiday, a plus-size blogger, model, and influencer.
• Equally, Eloquii posted its plus-size bloggers and influencers as part of the 'Noir Capsule Collection' campaign. Eloquii worked with several plus-size influencers and bloggers, who are listed in this Instagram post.

INFLUENCERS INVOLVED IN THE CAMPAIGNS

•  Jeniese H., a Birmingham blogger, plus-size stylist, and digital influencer with 20,020 followers on Instagram.
• Another influencer working with Eloquii is Madeline Jones, a 40+ plus-size influencer with 58,500 followers on Instagram.
• Rochelle Johnson, a blogger and plus-size expert with 239,000 followers on Instagram also works with Eloquii.
• Others mentioned include Kellie Brown with 80,100 Instagram followers, Nicolette Mason with 180,000 followers, Marie Denee with 60,900 followers, and Grown and Curvy Woman with 23,300 followers.

SUCCESS METRIC

• Eloquii's 2017 November holiday campaign post with some top plus-size bloggers and influencers has attracted 2,542 likes on Instagram.
• The 'Noir Capsule Collection' advert by Tess Holiday has attracted 4,335 likes on Instagram.
• The 'Noir Capsule Collection' YouTube video advertisement has generated a total of 14,804 views and 46 likes, and 11 comments.

RESEARCH METHODOLOGY