The population in China’s big cities have grown rapidly in recent years.

In 2017, 287 million people from all over China migrated to big cities for bigger opportunities. But in pursuit of a better future, they are separated from their loved ones.

GU - UNIQLO's sister brand - saw an opportunity to close the distance between them when they’re apart, and increase their brand love with their consumers.

We redesigned GU clothes’ care labels and gave them a personal touch with caring messages. Each Care Label symbol was crafted with heartfelt messages that’ll always be by your side. The clothes with GU Care Label became heartwarming reminders from their loved ones, no matter the distance.

In China, it’s a gesture of love and care to buy clothes for loved ones, especially when the loved one is traveling far from home. So we personalized this behavior and made the GU clothes with Care Label even more meaningful.

Care Label was a simple, meaning and very shareable idea on social platforms, with people sharing their Care Label as a declaration of love and care. We also encouraged people to share their personalized Care Label.

Pop-up booths were set up in GU outlets around China, while promoters guided walk-in customers to create their own personalized Care Label, which was sewn on for free with every purchase of GU clothes.

Care Label helped increase sales by 138% and in-store visitor flow by 114%. We earned 176 million online impressions for online fashion and news platforms.