Uniqlo and its LifeWear concept as a leading daily wear brand is well received in China’s first-tier cities. But Uniqlo’s brand recognition is relatively low in China’s lower-tier cities and is perceived as a high fashion brand with Zara, H&M and local competitors.
Is it possible to create a campaign to make Uniqlo’s brand image and “LifeWear” concept clearer and more impressive as well as drive traffic and purchase both in-store and online?
We created the ‘simulative scenes mirror’ that shoots videos and photos of participants in different backgrounds such as New York, Paris and Tokyo. Participants could then immediately retrieve the clips by following Uniqlo’s official Wechat account and download videos of themselves from the website. From this, we turned shoppers into brand content ambassadors and online purchasers.