uniqlo deck team_1

Internship presentation8/20/13

Hannah Thornby, Jianna Lieberman, Kayla Krauthamer, Jessica Heiges, Keeyan Ghazanfarpour & Adwait Kulkarni.

Who is UNIQLO

The Assignment

The Concept

Marketing

Projections & Goals

Summary

Contents

WHO IS UNIQLO?

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Broad Strokes

Japanese casual wear designer, manufacturer and retailer.

Founded in 1984.

Currently employs over 30,000 people and has over 1,100 stores, 793 of which are in Japan.

4th largest clothing brand in the world.

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UNIQLO Principles

Uniqlo is the elements of style.

Uniqlo is a toolbox for living.

Uniqlo is clothes that suit your values.

Uniqlo is how the future dresses.

Uniqlo is beauty in hyperpracticality.

Uniqlo is clothing in the absolute.

UNIQLO is “Made for All”

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What is LifeWear?

Part of UNIQLO’s new re-branding effort.

Focus is on best materials and technology, rather than on trends.

Fun, functional, and stylized.

The right clothes for whatever you want to do.

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The UNIQLO Personality: Get Quirky

KEY TAKEAWAY

UNIQLO is more than a clothing company. It’s a lifestyle, with a distinct personality.

THE ASSIGNMENT

Create a digital experience to keep consumers invested in UNIQLO as a brand, using the principles of LifeWear.

THE PROBLEM

To keep a basic wear clothing company top of mind in between apparel purchases, using a digital experience with UNIQLO’s distinct personality.

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The Audience

Tasked with creating a digital UNIQLO experience, these are the top five characteristics we like about UNIQLO’s digital audience and wish to talk to:

They’re digital. They care about the future, and the newest tech.

They’re mobile. They want a brand that can move with them.

They’re social. They share, connect, and communicate.

They’re smart. They want good quality for a good price.

They’re curious. They love to play, explore, and be entertained.

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The Platform: Mobile

Today there are 172 million smartphones in the US.

Smartphone users share more, connect more, communicate more.

73% would opt to download a free app associated with a brand over a non-branded paid app.

81% would seek out further interaction with the brand as a result.

http://www.fourthsource.com/general/key-branded-content-trends-for-2012-7410

73%81%

Prefer branded app to non-branded

Seek out further interaction with brand after download

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Utility > Shopping

UNIQLO is focused on real relationships with customers and creating technologies their customers can use every day to bridge the gap between apparel purchases.

Technology SalesExperience & Time with

Brand

THE CONCEPT: #UNICALC

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#UNICALC: The Idea

UNICALC is a product and a campaign designed around the universal language of numbers. Numbers are:

Universal. They span generations, cultures, & countries.

Flexible. Numbers can represent anything – the possibilites are infinite.

Playful. They can teach, play, & intrigue.

Useful. We think this is self-explanatory.

THE PRODUCT: UNICALC

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#UNICALC: The Product.

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#UNICALC: The Product.

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#UNICALC: The Product.

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#UNICALC: The Product.

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#UNICALC: The Product.

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#UNICALC: The Product.

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#UNICALC: The Product.

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#UNICALC: The Product.

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#UNICALC: The Product.

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#UNICALC: The Product.

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#UNICALC: The Product.

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#UNICALC: The Product.

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#UNICALC: The Product.

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#UNICALC: The Product.

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#UNICALC: The Product.

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#UNICALC: The Product.

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#UNICALC: The Ecosystem.

UNIQLO Calendar

UNIQLOCK UNIQLO Wake Up

UNIQLOOKS

UNICALC

MARKETING: #UNICALC

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Product Map: Calculators

Serious

Functional

Hexflasher scientific calc

Handy calc

Standard phone calc

Kitten calc

LifeSpan Calc

Love Calc

UNICALC

PCalc lite

Frivolous

Entertaining

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Campaign Objective: Drive awareness and better establish UNIQLO as a lifestyle brand that should be kept top of mind

Target: Digital, mobile, social, smart, and curious

Media Strategy: Create new consumer experience through functional app and drive engagement via promotion campaign and UGC opportunity

Owned: Utilize UNIQLO’s existing digital audience

Paid: sponsored posts, tweets, etc.

Earned: Encourage sharing and offer opportunity for UGC

Marketing Plan Summary

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Marketing Timeline

1st Stage: Organic + Paid 2nd Stage: Organic + Paid 3rd Stage: Organic + Earned

Precampaign Launch Launch Day After Launch

Month-long number video/picture challenge where fans can share UNICALC-related content on UNIQLO Facebook and Twitter to win prizes.

Example: ”Take a picture of your 3 favorite things to pack on a picnic”

Paid media to promote launch

Example: Three tweets the morning of launch, paid Twitter campaign goes out, Facebook campaign launches with promoted number-related posts

UGC occurs organically and is regularly added to the app’s library. UNICALC is promoted on UNIQLO’s website and other social pages.

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Organic

An organic campaign will reach UNIQLO’S pre-established digital audience spanning a number of Facebook and Twitter accounts with over 1,000,000 combined total fans.

“Numbers mean something to everybody. 1984 is our birth year. $12.90 buys an AIRism tee. 69 is the most hot dogs any person has eaten at one time. Share with us your stories about numbers. Tag #UNICALC and we might just feature them in our new app.”

Facebook. Three targeted posts a day

Twitter. Three organic tweets per day

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Paid

Twitter

$60,000 budget – 3 promoted tweets per day for 7 days

Promoted tweets target users who follow UNIQLO, similar accounts, or who have followers that follow UNIQLO

Goal: 100,000 engagements

Facebook

$40,000 budget – 2 sponsored posts a day for 7 days

Promoted tweets target users who follow UNIQLO, similar accounts, or who have friends that follow UNIQLO

Goal: 50,000 engagements

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Earned

We’ll encourage the conversation and invite people to both download and share how they used #UNICALC.

PROJECTIONS & GOALS

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KPIs

A few of the ways we can measure the success of the #UNICALC campaign across platforms:

App installs: 500,000 in its first month Time spent with app: Frequent and continued

Social engagement: Hashtag use & interaction in retweets, likes, and replies

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Future of App

Only 20% of people return to their free app after downloading it. Only 5% of those who return continue to use it after 30 days. How we will combat this behavior:

New content: Both from user submissions and generated by UNIQLO

Push notifications: Keep the app top of mind

Contests: Continue to promote contests using app across platforms

http://techcrunch.com/2009/02/19/pinch-media-data-shows-the-average-shelf-life-of-an-iphone-app-is-less-than-30-days/

SUMMARY

#UNICALC IS digital.

#UNICALC IS a functional product that assists with the everyday.

#UNICALC IS a mobile campaign designed to be social and shareable.

#UNICALC IS a way to make numbers entertaining for everyone.

#UNICALC IS made for all.

#THANKS!