In the era of Mobile Digital / Social Marketing, mobile devices have become such a necessity must in the lives of today’s consumers.UNIQLO effectively utilized the knowledge of in-depth Chinese consumer insights and mobile digital behavior, created aStrategicUNIQLO Digital Eco-System and communicated the LifeWear Brand Value and Productsin 2015.

Brand, Product and Experience are the three main elements of the campaign.

Brand

The Brand value of LifeWear concept addresses all aspects of our lives and encompasses all generations;

Product

UNIQLO linked products with different stages of campaigns to deliver the LifeWear brand value and the distinctive attribute of the products;

Experience

UNIQLO created a platform for people to experience, connect and share their LifeWear styles.

Implementation

Leveraging on major digital platforms UNIQLO brings to life the combination of “LifeWear” brand philosophy with the core product value of “Simplicity Quality, and Innovation”,UNIQLO continues to introduce and communicate strategic product lines via Digital Mobile Activation campaign every month, to penetrate and invite consumers to experiences the Fall Winter Product news.

Retail Stores

Free in-store Wi-Fi and Digital POP have enabled consumers to view more details about products and increased their purchasing intensions.

E-Payment Partnership

Partnering with WeChat E-Payment in UNIQLO stores and online by using mobile WeChat Pay, UNIQLO increased the average customer spending level per store visit.

Timeline

The team is facing tight timeline from the first day of taking brief. There was around 3-4 weeks maximum to launch the campaign.

Placement

Campaign sites are mobile based (H5 interface) and launched via UNIQLO owned Media. In some cases, APP adv will help driving the traffic. The selection of BUY MEDIA replies on the agencies professional

During the activity, the fans of UNIQLO’s WeChat, Weibo and website increased by 44%; the sales of the core products of “LifeWear” increased by19%; the consumer flow of retail stores increased by 17%; transaction by We-Pay increased by 14%. (Source from UNIQLO)