Campaign details

Brand owner: Fast Retailing
Agency: Mindshare China
Country: China
Industries: Clothing & fashion retail
Media channels: Mobile & apps, Programmatic display, Sales promotion, Social media
Budget: 1 - 3 million

Executive summary

Chinese New Year (CNY) is one of the most important campaign periods for brands. Clothing brand UNIQLO saw this as an opportunity to target young consumers who are set to travel back home for the holidays and stress over choosing gifts for their families. Tapping into China's cold weather during CNY, it promoted its ULD heat-technology-powered winter wear.

To ensure we identified the right consumers – migrant workers – we used location-based services and mobile payment data on plane and train ticket purchases, then we sent them relevant ads and coupons as a reminder to buy fashion wear for their family back home.