Uniqlo: Hijacking the largest shopping festival in the world

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

Campaign details

Brand: UniqloLead Agency: Mindshare ChinaRegion: APAC

Strategy

Objective

You may know Uniqlo was the first brand to cross the 100 million RMB mark on Single's Day - in less than one minute.

What you may not know is how Uniqlo was also able siphon Alibaba's huge third-party platform's traffic to Uniqlo's own offline platform: their 500 stores.

Target Audience

Single's Day, the one-day shopping extravaganza on e-commerce giant Alibaba, is the biggest shopping event globally. Started as an obscure anti-Valentine celebration, now Single's Day revenue is twice the total of Amazon Prime Day,...

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