Big In Print
Linking Customers to Sell More Clothes
In Japan, Uniqlo Microsite Lets Buyers Find Testimonials
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 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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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.
~ ~ ~
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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