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: 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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