UNIQLOJUMP
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The Brief:

696 UNIQLO employees "JUMPED" to advertise their autumn and winter collection.
By spreading the images of their JUMPS through the user-generated mediums, websites,
booklets, and UNIQLO employees' word of mouth, "UNIQLO JUMP" has achieved a high level
of brand engagement with consumers as well as their employees.

 

The Strategy:

Prior to the launch of UNIQLO JUMP WEBSITE, UNIQLO began spreading the "JUMP" images
through the three leading user-generated mediums. All "JUMP" photos and videos were
uploaded to FLICKR and YOUTUBE, and linked to UNIQLO JUMP BLOG on HATENA
(Japanese blog hosting service). The blog was updated everyday from September 9th
until the website’s launch on October 11th. All footage was mixed to music, together
with messages from UNIQLO staff. UNIQLO JUMP BOOKLETS were created for all UNIQLO
Jumpers as portable word of mouth tool.The campaign attracted more consumers to
the stores, and created positive responses in recruiting activities.

 

The Results:

The integrated campaign contents of "UNIQLO JUMP", including the photos on Flicker,
the videos on Youtube, UNIQLO JUMP BLOG site, and UNIQLO JUMP website,
received over 700 thousand total views and generated over 100 thousand web posts.
(To Date: 10th January, 2008 )

Phase 1
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Flickr
Flickr
1279 JUMP PHOTOS upoloaded
>View Photos
Blog on Hatena
Blog on Hatena
ALL JUMP PHOTOS & VIDEOS linked to UNIQLO JUMP BLOG
>View Blog
YouTube
YouTube
12 JUMP VIDEOS uploaded
>View Videos
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Phase 2
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UNIQLO JUMP WEBSITE blk blk
UNIQLO JUMP WEBSITE UNIQLO JUMP WEBSITE
UNIQLO JUMP WEBSITE blk UNIQLO JUMP WEBSITE
All photos & videos mixed with sound & staff messages.
The site linked to Uniqlo store map and Uniqlo recruiting site
>View Website
UNIQLO STORE MAP blk UNIQLO RECRUITING SITE
UNIQLO STORE MAP UNIQLO RECRUITING SITE
Uniqlo Jumpers photos posted on uniqlo stote map. Uniqlo Jumpers photos & their recuiting message used as main content.
>View Website >View Website
UNIQLO JUMP BOOK
UNIQLO STORE MAP
Over 1,000 booklets were made for uniqlo staff as portable media to spread the word of mouth
>View Images