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Uniqlo’s shoot and share

The retailer is building on a previous campaign to engage with customers - but will it miss out on sales?

Back in the summer of 2011, Uniqlo launched a ‘Unilooks’ campaign which encouraged users to take and post images of themselves wearing Uniqlo products onto its site. Uniqlo’s latest campaign, ‘UT camera’, takes this concept to the next level.

The UT camera is a smartphone video app that turns video clips into an animated production. In simpler terms, it speeds up the clip and plays it on rotation, producing some amusing footage for the site. Each original clip is two seconds long and looped to create an animation.

Users just have to download the app to their phone, create a video and upload it to the site. Once on the site they can like and share other clips that have been produced.

Making the campaign fully multichannel, Uniqlo set up a UT camera booth at its UT Pop-up! Lon event in Hoxton Square, London. This pop-up ran over two weekends last month and culminated in a grand prize being given to a UK UT camera winner. During the event, UT camera entries were projected live onto the walls of the pop-up.

Uniqlo’s campaign is clever as, while it sticks to the concept of the previous campaign (user-generated content to form a mass image gallery), it also shows the retailer advancing by using the latest technology to improve and update the original.

Both campaigns also crossed from online to in store, making sure the retailer reaches a high percentage of its audience across channels.

Looking on the UT camera site, the campaign is also right for the retailers’ audience. Many of the animations (or video clips) have hundreds of likes and include people of all ages. Uniqlo allows the user to filter entries by country and while the UK does have a number of entries, it has nowhere near the amount of Tokyo, where this type of technology is much more the norm and is readily embraced by shoppers.

Overall, the campaign is visually striking, interactive and fits the ethos of Uniqlo. It is engaging to its customer and uses social media to reach an even larger audience. However, one thing the campaign doesn’t do is link to any transactional part of the retailer’s site, which could result in Uniqlo missing sales opportunities.

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