Uniqlo 17FW - Heattech Campaign (Freelance)
Uniqlo 17FW - Heattech Campaign (Freelance)
UNIQLO 17FW Heattech Campaign
Task: As the US is considered a low penetration market for Heattech - the goals for the campaign was to:
Reestablish the benefits and function of Heattech
Increase overall sales for product by 110% (vs LY) through new customer acquistions
Achieve 500% increase in Ultra Warm product SKUs to hit overall 17FW targets
Create brand affitinity and recofnition with new and existing customers through new market sampling (free trial/giveaway), influencer awareness, and instore presentation
Results: The campaign was broken down into two buckets
Sampling:
Overall 22K+ new customer accounts
$35K additional purchases through sampling efforts
Instore presentation:
Additional instore monitors with custom content in 15 test stores across the US with interactive and educational elements to engage customers
17 local influencers to drive traffic and awareness to the designated stores
Engage our philanthropic partners at NYPD with our donation of Heattech and create good will in our key market, NYC.
Sampling:
The goal of sampling was to distribute up to 50K units of Heattech throughout the country. I strategized to break down these units into three different executions.
1. No Brick & Mortar Sampling (20K units)
Let’s bring the touch of UNIQLO digitally to new markets where UNIQLO US does not have stores to test the potential of the brand in the new market. Utilizing cold weather triggered display banners on Weather.com (IBM), we offered unique redemption code when customers were in the mindset at the right time. The codes were only valid for new customers to receive a free piece of HT + free shipping for areas where we do not have a brick and mortar stores.
2. Local Sampling (25K units)
Let’s talk to new people where we are. Host a landing page on UNIQLO.com that would allow the brand to communicate with new HT customers in 15 local markets that we can support with incremental traffic. Customers will receive a unique redemption code. They would be able to select their HT and can determine which local store they would like to pick up their free piece of HT via voucher (any style/color – available in store for up to $14.90)
3. NYPD Donation (5K units)
Let’s donate HT to those who go above and beyond to give back to their communities. They will show their appreciation through social media.
Instore Presentation & Digital Activities
1. Local Influencer Support (15 stores)
Support 15 local stores with hyper local influencers to drive incremental traffic to the store. Also create custom looks that are very local to the style, trend, and normative dress for that season (i.e. East Coast cold weather outfits are very different from West Coast cold weather outfits). Each influencer was assigned to a specific store to drive local messaging and support.
2. instore Display
In UNIQLO stores - there are no digital monitors or store displays outside of major entrance and swell spots. In order to showcase the technical video that explains the functional benefits of Heattech in the innerwear section where there is no digital display, we piloted 15 stores to see the effectiveness of having an interactive touchscreen throughout the store to track conversion.
