Uniqlo wanted to sell its new Bra Top range and so recruited 300 Japanese women to represent the brand.
The 20- to 40-year-olds were filmed answering a range of questions, from their favorite food to what they liked about Uniqlo products, and the answers were then played on a microsite for like-minded women.
Filtering criteria allowed visitors to find women of a similar height, weight and shape and see how they answered the questions.
Sales of the Bra Top increased five-fold following the campaign, and at one point Uniqlo sold out all 1.7m units.
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