Social-media buzz from Retail & Tech No 19

BW Confidential checks out what is making a splash on social media:

Online retailer Asos’ most recent TikTok-based campaign was for the Halloween holiday. The campaign sees users transition from a daytime to a Halloween look. It included branded content on-screen with an “asos” filter.

The #asosdaytofright launch was firmly focused on make-up and beauty.

Nearly all the influencers Asos commissioned for the video created beauty content. Influencers included make-up artists Abby and Charlotte Roberts.

The #asosdaytofright hashtag had 860.5 million views as of October 30, after launching the sound on its own Asos’ TikTok account a week prior.

The move comes after Asos announced earlier this month that beauty was a key area of focus for the company.