Overview

UNIQLO was opening its largest flagship store in the world in Shanghai.
China, a vast country, has over 70 TV stations. As such, the cost for a nationwide TVCM campaign would be staggering, making it prohibitive. Instead, we created a low-budget campaign where Chinese people would produce and transmit UNIQLO commercials themselves. This would result in increased brand penetration for UNIQLO throughout China. We focused on China’s “national habit” where 54 million people take and post “selfies” on the Chinese version of Twitter (Weibo) every day. We created a scheme where people who upload selfies to Weibo could produce and share a Uniqlo CM featuring themselves on the Uniqlo “BEST U” website.
Within one month of launch, 16,000 commercials were produced, and over 1,000,000 unique visitors viewed the website. This is the largest number of commercial types in the world for a single product. Moreover, this number is still growing daily. If this momentum continues, by spring 2014, there will be over 100,000 commercials produced, over 5 million visitors to the site, and over 100 million people who see these commercials on Weibo.