1. Selection of Insiders: ASOS selected a group of individuals who had a strong and authentic presence on social media platforms, especially Instagram. These individuals were often fashion enthusiasts, bloggers, or content creators who resonated with ASOS' target audience.

2. Diverse Representation: The ASOS Insiders were chosen to represent diversity in terms of style, body types, backgrounds, and fashion interests. This diversity aimed to make ASOS more inclusive and relatable to a broad customer base.

3. Partnership and Promotion: ASOS partnered with the Insiders to promote the brand and its products. The Insiders shared their personal style and fashion tips through posts, stories, and other content on their social media accounts, featuring ASOS clothing and accessories.

4. User-Generated Content: The campaign leveraged user-generated content, with ASOS customers and followers of the Insiders sharing their own fashion looks and tagging ASOS. This encouraged engagement and interaction with the brand.

5. Authenticity and Relatability: The ASOS Insiders were known for their authenticity and relatability. They didn't just model ASOS products; they shared their personal fashion journeys and style choices, creating a sense of connection with their followers.

6. Hashtag Campaign: ASOS often encouraged the use of specific campaign hashtags, such as #ASOSInsiders, to track and showcase user-generated content related to the campaign.

7. Influencer Events: ASOS organized events and gatherings for the Insiders, fostering a sense of community and collaboration among the group.

8. E-commerce Integration: ASOS allowed customers to shop the looks featured by the Insiders directly from their website or app, making it easy for shoppers to purchase items they saw and liked in the content.