Title | #UTPLAYYOURWORLD |
Brand | UNIQLO |
Product / Service | UT |
Category | D03. Use of Social & Digital Platforms |
Entrant | CYBERAGENT Tokyo, JAPAN |
Idea Creation | CYBERAGENT Tokyo, JAPAN |
Idea Creation 2 | BYTEDANCE KK Tokyo, JAPAN |
Media Placement | CYBERAGENT Tokyo, JAPAN |
Media Placement 2 | BYTEDANCE KK Tokyo, JAPAN |
Production | AMANA Tokyo, JAPAN |
Production 2 | CONNECTION Tokyo, JAPAN |
Additional Company | NANAME INC. Tokyo, JAPAN |
Name | Company | Position |
---|---|---|
Shohei Aruga | CyberAgent, Inc. | Creative Director |
Daichi Nemoto | CyberAgent, Inc. | Planner |
Harmony Wada | CyberAgent, Inc. | Planner |
Masato Fukuda | CyberAgent, Inc. | Planner |
Chikashi Kitano | CyberAgent, Inc. | Designer |
Masayo Okino | CyberAgent, Inc. | Music producer |
Kyoshiro Suzuki | CyberAgent, Inc. | Casting director |
Yuho Yamazaki | CyberAgent, Inc. | Operations Manager |
Mone Yamada | CyberAgent, Inc. | Account Manager |
Shinnosuke Sato | amana inc. | Producer |
Erika Ohno | amana inc. | Associate Producer |
Ryo Hanabusa | Freelance | Photographer |
Koji Oyamada | amana inc. | stylist |
Fumiko Hiraga | amana inc. | Hair makeup |
Toshinori Katsufuji | amana inc. | Art |
Kaname Nakamura | amana inc. | Photo Retoucher |
Taiga Watanabe | NANAME INC. | Producer |
Yusuke Miyairi | NANAME INC. | Director/Motion Grapher |
Kazuhiro Hata | NANAME INC. | Director/Motion Grapher |
Momoko Hashino | NANAME INC. | Designer |
Sayaka Wada | NANAME INC. | Motion Grapher |
Kaito Mochida | NANAME INC. | Motion Grapher |
The product of UT was globally promoted by real users with a lot of fun. The campaign efficiently conveyed UT’s brand philosophy of self expression, by generating users unique TikTok video posts. It raised popularity of the brand with positivity, among our target Generation Z, by optimizing the campaign to the specific platform.
Fashion has been always portrayed by models in static graphic ads, locked up in the 2D world. However, fashion is for real live people on the street, especially a brand like UT, a T-shirt brand of UNIQLO. It’s collaboration of the world’s pop culture icons are loved by youth to express themselves on the street. Therefore, the challenge is to promote UT on a global scale in a new & authentic way. UNIQLO sought a way to make real live youngsters become the ad itself, in order to raise the popularity among young generation as well.
Uniqlo created UT’s “REAL STYLE BOOK” of users on the timeline of TikTok, a platform that can capture the real life of Generation Z. We made a movement by launching the first ever TikTok global audition, encouraging them to post videos and to perform on their own runway wearing their favorite UT.
Our target is youths in their 10-20s, living in the following countries: JP, CN, TW, FR, and US. TikTok was chosen for the platform of the campaign because the main users of TikTok share the same target on a global scale, and is also a social media for self-expression. We approached the target by (a) holding a global influencer audition to ignite their passion for self-expression, (b) spreading the campaign by assigning influential Key Opinion Leaders(KOL) from each country to post their challenge.
In order to create "REAL STYLE BOOK", we held a global influencer audition in 5 countries from June 25th to July 11th, which the winner can debut at UNIQLO stores worldwide and on official UNIQLO social media. TikTok users were able to join the campaign by posting a video of their performance, wearing their favorite ones using the original song of UT. Candidates who passionately expressed their feelings while wearing UT were chosen to be winners.
The campaign went viral, filling up the timeline with videos of young people passionately wearing UT. UT’s “REAL STYLE BOOK” was generated on social platform of Generation Z. It became the most viewed TikTok challenge ever initiated from Japan, obviously raising popularity and creating a deep engagement with the brand. Detailed results are as follows. -614 Million views as of today (2019 Aug.) -353 Million views during campaign period. -186 Million posts in total. -41 Million Likes and Shares.