UNIQLO - reaching new customers through integrated digital
To engage with a younger and more fashion focused target customer by gaining visibility for the UNIQLO x Celia Birtwell collection in online fashion networks, social channels and search engines.
We commissioned a group of brand-fit fashion bloggers to create original content around the Celia Birtwell collection for their sites and social platforms as well as UNIQLO’s own channels.
To build online hype around the collection we invited the bloggers to the launch event and asked them to post live across their social channels.
Giving customers a voice in the conversation, we launched a social competition inviting fans to upload images of themselves wearing the range via Instagram and Twitter.
PPC was used for direct response to capitalise on interest generated by the awareness raising blogger & social activities.
150,577 people were reached over Facebook and Twitter with the #styledincelia campaign message. We also acheived a PPC ROI of 172:1 for Celia Birtwell key terms and a 29% increase in SEO revenue YOY for 2 months after the launch.