Asda has appointed a new agency to lead its social media strategy, following a competitive pitch process.
The Leeds-based supermarket giant has recruited Born Social to build and execute social across its full portfolio of brands, including George at Asda.
The London agency will work alongside an in-house team on strategy, content creation, community engagement, influencer marketing, plus measurement and reporting.
It comes following the launch of Asda’s new brand identity in May, and the social campaigns will promote its individuality and “light-hearted, northern, humour and warm” brand personality.
“Our social platforms are essential for Asda to communicate our products and services – but critically, to showcase our personality, connect with existing and potential customers, and to understand how they feel about us as a brand,” explained Annie Stevenson, Senior Director of Social Transformation at Asda.
“Born Social clearly understood the strategic imperative to deliver engaging, personality rich content which they underpin with relevant data insights that allow us to envision our audiences even better”.
A spokesperson at Born Social stated:
“We’re thrilled to announce that we will be leading the social strategy across the Asda brand portfolio.
“Together, we’ll supercharge Asda’s real-time content, community management and creator marketing to fuel their social transformation and amplify their unique brand personality.”
