Although these films were a global success, they resided on the channels of their individual influencers, which were based in the U.S. and U.K. No heavy restrictions exist around branded content in these markets.

Our media strategy was to preserve the authenticity of the influencer content as opposed to buying views. Thus, pre-roll and splashy takeovers were abandoned in favor of leveraging affiliated fanbases to amplify reach.

Over the course of the week leading up to the launch, each influencer posted a series of unbranded teaser posts to Facebook, Twitter, and Instagram, giving mysterious glimpses into what they were doing on top of a mountain glacier.

On launch day, they simultaneously announced their YouTube videos across social media. To drive discovery, annotated links at the end of each video cross-promoted the entire Powered By Heattech content series.

For two weeks following launch, influencers posted a series of behind-the-scenes content as a way sustain interest. Based on the heavy conversation around Colin’s video, we even helped him quickly create a spin-off video that explained how he constructed his BMX Ice Bike.

One week prior to launch, our stars’ teaser posts received over 20K likes in just 20 minutes. On launch day, the films got more than 250K views. By week one, that number broke 1MM, and just kept going once the press caught wind. With hardly a penny of paid media, the videos began to dominate social media, blogs, and global news outlets. In less than two weeks, the campaign garnered over 30 unsolicited press mentions and earned an estimated $1.1MM in unpaid media.

Uniqlo’s YouTube Channel experienced a 219% increase in subscriptions and set the record as the fastest top-ranked videos for the brand. In less than one month, the ‘Powered By Heattech’ campaign amassed more than 3MM organic views and over 600k social engagements. Additionally, Uniqlo.com experienced a 226% increase in product searches and a 69% increase in sales over last year.