Campaign details
Brand: UNIQLOBrand owner: Fast Retailing Co.Lead agency: Mindshare ChinaCountry: ChinaIndustries: Clothing & fashion retailMedia channels: Online display, Point-of-purchase, in-store, Sales promotionBudget: 1 - 3 million
Executive summary
Singles' Day, China's one-day shopping extravaganza on e-commerce giant Alibaba, is the biggest shopping event globally – double the size of Amazon Prime Day, Black Friday and Cyber Monday combined in the US.
However, this scale has increased clutter, decreased margins and bumped up customer acquisition costs in the Alibaba ecosystem. For UNIQLO to make big wins in 2017's...