Brands trying to navigate native content to appeal to young consumers should look at online retailer ASOS for some tips. The brand has been publishing a magazine online and off since 2006, and their cultural content, playful tone of voice, and lack of heavy promotion has given them an authentic feel that they’ve replicated on social media as well. ASOS “regularly convenes a rotating millennial focus group” to make sure their content and approach is ringing true. (Digiday)
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