UNIQLO: Hijacking the largest shopping festival in the world

Ben Condit, Jerry Perez, Summer Liu

Retail brand UNIQLO used dynamic coupons to drive foot traffic to its stores in China on Singles' Day.

Campaign details

Brand: UNIQLOBrand owner: UNIQLOLead agency: MindshareCountry: 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 – bigger than Amazon Prime Day, Black Friday and Cyber Monday combined in the US.

UNIQLO has always been a big winner on Singles' Day, and even broke US$15 million within one minute. But this volume came at a low margin. So, to help boost margins...

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