money a company spends on advertising, They didn't even need massive *ad spend* to make it work - the internet did the job for them., a strategy where an individual or business earns a commission for promoting another company's product, What's also clever is their *affiliate marketing* - they work with fashion influencers who create try-on videos and link to ASOS pages., a physical retail shop you can visit, Even when you walk into a *brick-and-mortar store*, you'll often see live demos or displays showing how the product works., turning a potential customer into a paying customer, Then, little by little, they lead you into the paid features. That's what we call a conversion., the person who actually uses the product or service, It's all designed to keep the *end-user* exploring., the ability to connect with or sell to people in many countries, It was all over social media during prime time, helping them achieve massive *global reach*., strong interaction from customers or followers like likes, comments, and shares, This also gets them *high engagement *- people scroll, click, and add items to their wishlist., a person or company that shows interest in a product or service and could become a customer, They also segment their tools for different users - students, business owners, marketers - so each *lead* sees something made just for them., the time of day when the largest number of people are watching TV or active online, It was all over social media during *prime time.*, when people trust or follow something because others have already done it or approved of it, You'll find detailed reviews, videos of people using the devices... That kind of *social proof *makes you think, "Wow, I need this in my life.", a personal recommendation or positive comment from a customer who liked the product, Online, you'll find detailed reviews, videos of people using the devices, and hundreds of glowing *testimonials* from customers all over the world., the style and attitude used in brand communication, They use a playful *tone of voice* that people either love or love to hate.

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