Reinforcing the positioning of a leading lifestyle brand
Elevating UNIQLO’s positioning, going beyond apparel, and reinforcing its LifeWear philosophy.
Challenge
With increasing competition in the apparel market in Asia, UNIQLO strives to continually elevate itself as a beloved lifestyle brand, beyond just being one of the leading functional apparel companies. The brand’s business is evolving in Hong Kong, making safeguarding brand reputation and emphasising value proposition more important than ever.
Approach
Strategically showcased UNIQLO's "LifeWear" philosophy through comprehensive and diversified storytelling, leveraging the brand's leadership, employees, and stakeholders. Aligned all content with key initiative launches and global campaigns, enhancing consumer awareness and engagement beyond just seasonal updates. Adopted new and interactive approaches to engage media and influencers through events outside the store, fostering authentic content creation to broaden audience reach.
Outcomes
- Surpassed on KPIs by 150% at the media and influencer preview event, significantly maximising brand exposure.
- Achieved over 270 pieces of coverage in just one month with a total reach exceeding 200 million, creating substantial buzz around the store opening in City Plaza.
- Effectively showcased the brand’s ‘LifeWear’ philosophy through strategic influencer partnerships, generating over 1 million impressions in Instagram in a single campaign – a impressive feat!
