#UTPLAYYOURWORLD

Title#UTPLAYYOURWORLD
BrandUNIQLO
Product / ServiceUT
CategoryD03. Use of Social & Digital Platforms
EntrantCYBERAGENT 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

Credits

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

Why is this work relevant for Brand Experience & Activation ?

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.

Background

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.

Describe the creative idea (20% of vote)

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.

Describe the strategy (20% of vote)

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.

Describe the execution (30% of vote)

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.

List the results (30% of vote)

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.

Links

Website URL