Reshaping Results is a service that combines the experience of EY’s turnaround and restructuring practice with sector expertise and specialists from across the firm to help companies solve critical business issues. In early 2020, online fashion retailer ASOS engaged the Reshaping Results team to help it identify new opportunities to unlock value in an increasingly competitive marketplace. So successful was the EY team’s work in identifying areas where savings could be made that, within a year, ASOS was making headlines by buying Topshop and other prestigious clothing brands from Arcadia.
For understandable reasons, companies that have called on Reshaping Results for help are often reluctant to publicise the fact. So EY were delighted when ASOS CEO Nick Beighton agreed to take part in a case study that would appear on the EY website. Wardour had been working with the Reshaping Results team since late 2020 and we were asked to create the content for the case study.
This content centred around a video interview which was scheduled for early May 2021 at ASOS’s offices in north London. Most lockdown restrictions were still in force at this point, so a great deal of work went into research and preparation to ensure that, on the day, we could complete the shoot quickly and efficiently and with minimal physical contact.
The shoot itself took place in a room full of colourful clothing samples that ASOS use for press launches, and was socially distanced and Covid-compliant. The interview was carried out by an EY partner who couldn’t be physically present, but asked his questions via a video link, and the Wardour team also had to ensure that this process worked seamlessly.
In the event, Nick talked fluently and enthusiastically about the work the EY team had done. One take was enough to get the material we needed, which gave the camera crew plenty of time to capture B-roll footage around the ASOS offices to supplement the interview.
This footage really helps to bring the finished video to life. In a lively and engaging three minutes, it tells the story of how EY has helped ASOS, with Nick explaining how the EY team gained his trust and then impressed him with their analytical approach and dedication, despite the majority of the work taking place during the Covid-19 pandemic. The video now sits on EY.com as part of a written case study, which Wardour also wrote, and we created a range of social media assets for EY to use to promote the content.
The Reshaping Results team are delighted with the finished result, and a senior EY marketing executive described the video as a template that everyone creating case studies for EY in future should try to follow.