Asda drafts in new digital shop for social media blitz

Just weeks after appointing a new boss to drive growth in online shopping, Asda has brought in digital agency Born Social to lead the social media strategy across the Asda brand portfolio, including George at Asda.

As its retained agency, Born Social will be working with Asda’s in-house team to build and execute its social media marketing strategy, encompassing real-time content creation and community engagement, campaign production, influencer marketing, measurement, and reporting.

This will be a collaborative process, working with the internal Asda social team to deliver the brand’s goal of social transformation as the retailer looks to drive its “individuality” and “brand personality” in the market.

Social will be central to this strategy through engaging content and headline campaigns, and creating “fandom” through a deep understanding of its customer base. VaynerMedia was the previous incumbent.

The move follows Asda’s business ambition to embed social and creative excellence at the core of the brand’s marketing strategy, with the aim of making the retailer the go-to supermarket for choice and value.

Asda senior director of social transformation Annie Stevenson said: “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.

“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.”

Earlier this month, Asda poached Iceland’s group chief customer, marketing and digital officerDavid Devany to lead a new online charge.

Devany had worked at the frozen food company for eight years and has taken up the role of vice president for ecommerce to focus on growing Asda’s presence in the market.

The supermarket recently reported it had achieved record online grocery sales in 2023 of £3.2bn and finised the year with its highest ever online grocery market share of 20.8%.