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Linking Customers to Sell More Clothes

In Japan, Uniqlo Microsite Lets Buyers Find Testimonials

Published on .

For a more in-depth look at this Idea of the Week and other case studies, visit Ad Age and CMDglobal's Inspiration site.

Uniqlo - Try

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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CMDglobal.com is the world's only creative-media resource. In addition to a searchable archive of the best media campaigns from across the globe, it includes articles and analysis on trends and best practices for media strategists.
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