Uniqlo campaigns

Twitter’s really taken off in Japan and I’ve noticed that it’s quite a big hit in the country’s advertising too. I think these social media outlets really give a chance for Japanese brands to create something that’s more than a cute character/celebrity, catchy song and dance.

Uniqlo has embraced the use of Twitter in its digital campaigns very well. Previous awesome Uniqlo campaigns include Uniqlock and Uniqlo calendar and they just keep going from strength to strength. Wow.

I’m going to mention a few of them:

UT campaign

To promote Uniqlo’s UT (Uniqlo T-shirt/ Tees) range, Uniqlo launched a UTweet! campaign.

The site allows users to enter their Twitter username or keywords to which it then creates a ‘show’ featuring your stream of tweets/ tweets related to the keyword with models wearing the UT range. It also uniqlo-fies your twitter icon into a red stamp-like one.

Uniqlo Lucky Line campaign

This campaign was on the Japan Uniqlo site but it managed to put itself up on the top of Twitter’s Trending list! To launch Uniqlo’s 26th birthday, customers joined to virtually ‘queue’ up in lines online  by tweeting and every 26th customer wins a ¥1,000 discount coupon. If a user found they didn’t, they can try again.  It’s such a great viral campaign.

Uniqlo lucky switch campaign


Who would have thought that you could actually like banner ads?

This campaign was launched at the end of 2009, and the above video explains it all but these blog widgets converted any picture into lottery-like tickets.

I’ve just had a look at Uniqlo’s website today, and look at what we have again, another twitter campaign.

Lucky Counter-UK campaign

Apparently you tweet about any product shown on the page to get a discount. The products on show are only discounted by a few pennies right now, but I guess the way it works is – the more tweets it gets, the more the discount would be (discount vouchers sent after the campaign). Works in a way that is a bit of an opposite of an auction I guess?

Would Uniqlo win a lion next year?



  1. This latest social media initiative from UNIQLO, alongside previous interactive Twitter campaigns backs up our confidence that the company are more than just a men’s and women’s clothing brand. They have a genuine interest in pleasing the customer with clever marketing strategies as well as their innovative materials.

  2. It’s a clever campaign I like the social element of it, but, I used it, out of brand/advertising interest rather than wanting a new jumper, but I was left feeling empty and unloved. The price dropped by 1p (I think, it happened so fast) and then nothing, no instructions of what next, when, where or how I could buy the item. As far as I know the UNIQLO twitter account is not following me, I’m not following it.

    UNIQLO i reached out to you…. but you left me hanging like an awkward work place high five. I have written more on this here if you’re interested – http://thoughtsonthinking.tumblr.com/#/post/1075492005

  3. Yuri


    Thanks for your comment. You have a very nice blog!

    I know, I think it doesn’t explain the process as well as it can, even after reading the ‘FAQ’ section -a tiny box on the top right of the window.
    From reading the FAQ section, I think this is how it works (I may be wrong)- you tweet, for about 1p discount – therefore the more people tweet about it, the more the discount.
    You don’t get a discount straight away. Only 1 in 6 of the people who’ve tweeted ‘wins’ the discount…so the more you tweet, the more chances you have of winning.
    If you win, a pop-up form appears on screen for you to enter your details. Uniqlo will then contact you with the discount after the campaign. If you don’t get a form appearing, too bad? You can try again.
    What I’m not sure about is if the discount price is the final price it’s at at the end of the campaign, or if it’s the price it was at when you’ve tweeted.

    I think there’ll be a press release about this campaign’s success after it finishes. Let’s wait and see what it says.

  4. Good to get your perspective on this Yuri. Good idea that could have been executed slightly better.


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