Uniqlo: Top Gifting Choice

Uniqlo, a clothing retailer, used AI and location-based technology to optimise ads to young and older people in China during the Chinese New Year.

Campaign details

Brand: UniqloLead Agency: Mindshare ChinaRegion: APAC

Strategy

Objective

Chinese New Year is like Christmas.

People go back to their hometowns and prepare gifts for their family. Gifting is an important and special practice in China – showing strong union with elder family members.

Unfortunately for UNIQLO, clothing is not top of mind when it comes to gift-giving in this biggest gifting season in the country.

How then can UNIQLO drive sales during this under-leveraged occasion?

Target Audience

The elder is always the key members for family reunion.

For many younger generation, it is...

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