Having launched in China in November 2013, ASOS has appointed DigitasLBi to supports its social media content management and to develop digital campaigns across Chinese social media channels Weibo and WeChat. Sino Weibo has 143.8 million active users and WeChat a further 396 million and some 40 per cent of web traffic is now being generated via social media marketing in China. Yigun Wang who is ASOS general manager for Greater China said “Influence across social media has intensified, so it’s important for ASOS China to build its brand attitudes and beliefs from strategy, creativity and execution. We appointed DigitasLBi to help us find a breakthrough using social media, and more importantly to help us communicate with customers and provide platforms for them to converse with us.”
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