Uniqlo

CREATIVE STRATEGY

EXPERIENTIAL STRATEGY

SOCIAL MEDIA STRATEGY

EXECUTIVE CREATIVE DIRECTOR:EXPERIENTIAL AND WEB

Assignment:  New Market Launch

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SITUATIONAL ANALYSIS

Despite UNIQLO's huge success and wide adoption overseas, American consumers have remained relatively unfamiliar with the brand and their offerings of affordable, fashionable, and quality clothing.  Uniqlo needed to increase brand awareness and spur adoption in the US market. This initiative needed to coincide with the announcement of the new UNIQLO Flagships opening on Fifth Avenue at 53rd Street and 34th Street Herald Square.

THE SOLUTION:  Made for All Pop-Up cubes

The strategy was to design 6 mobile pop-up cubes that were deployed around New York City. The design of the cubes was inspired by the simple yet precise design and ethos of the Uniqlo brand and clothing.  The cubes served not only as a brand shop where consumers could purchase thereby spurring adoption but also as a dynamic branding beacon by night thus increasing awareness.  I looked at key demographic data to gain insights as to where to strategically place these cubes thereby targeting the target consumer in locations where they worked, lived and played.  For example, street fairs, music festivals, financial and shopping districts. In order to extend the message past the actual physical activation I developed an online persona or presence for the cubes.  This enabled the location and activity of the six cubes to be shared across Facebook, Twitter and Instagram. Additionally an extensive microsite was made to show where people could find the exact locations of the pop-up cubes all around the city. Instagram, photos of the UNIQLO pop-up spread virally.

RESULT

High impact, relevant, and timely articles in the local New York press as well as widespread reporting on fashion-related and trendsetting blogs.  Through the social media initiatives there was also increased buzz and brand awareness for the new NYC store openings and finally we were able to generate over 500 million media impressions for the brand with a media value of around $5 million with an ROI of approximately 400%.