Simply, it's about Uniqlo staff advertised their autumn/winter coordinates. Photographs and video set to music of as many as more than 650 staff members from five countries (Japan, USA, UK, South Korea, China) were put up on the Uniqlo Jump Website. And it meant Uniqlo staff from around the world became a personal media for Uniqlo's fashions, a form of staff-generated global branding.
Before the research, I didn't know that Uniqlo was good at promoting and connecting with young generation. Now I know i was wrong. They devote a lot in marketing communication and develop new media routes to target their own customers.
It's really a great global media strategy by encouraging staffs worldwide to support Uniqlo fashion, which a kind of indirect benefit to staff recruitment as well. As the staffs mostly comes from student background, they know the concepts and purpose of this activity, which is cool, fresh and visible (that you can see your face on the ad campaign on the website!!!)Through the word of mouth, it must be spreadable without taking too much energy for Uniqlo. Great Idea!!!!
Below is the video for Uniqlo Jump-London:
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