Brief Explanation

To launch UNIQLO HEATTECH in China during the holiday season, we leveraged China’s digital behavior and digital ecosystem. UNIQLO WARM UP! A social and mobile experience allowing users to send tweet greetings, along with a chance to send warm gifts – HEATTECH products, bundled in a festive Chinese experience. Tweets appear in real-time on a heat map, and scratch cards designed by 21 local artists offer the chance to win great prizes, virtually sent, in a red packet. Customary in China. During the campaign, without media support, we reached a total of 4,917,317 participants, with 400 lucky HEATTECH winners daily.