CHINA

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Uniqlo

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?

Uniqlo

The results

The campaign drove in-store and online shopping, which created 500 million exposures, 8 million clicks and 1.5 million participants. Uniqlo’s flagship store had 730,000 visits and attracted 26,000 participants; Uniqlo's Wechat fans increased from 400,000 to more than 1 million.

The challenge

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.

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?

The idea

After using the ‘simulative scenes mirror’ , participants could then immediately retrieve the clips by following UNIQLO’s official Wechat account and download videos of themselves from the website.

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.