UNIQLO UNCOVER: Campaign for HEATTECH in Australia

UNIQLO, the renowned Japanese retail company specializing in casual clothing, launched a digital campaign in 2016 to promote its HEATTECH line in the Australian market. The campaign generated significant buzz and achieved remarkable results by integrating digital and physical channels.

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The campaign’s primary goal was to educate consumers about the benefits of HEATTECH clothing. Once on the campaign website, users were guided through informative screens detailing how HEATTECH works—transforming moisture into heat to keep wearers warm. After this, participants received either a free t-shirt or an e-commerce discount code. This experience was designed to be shareable, encouraging participants to spread the word on social media and inviting friends to join the fun through YouTube and Facebook videos.

UNIQLO installed digital billboards at one hundred high-traffic locations throughout Australia and ran related videos on YouTube and Facebook. These billboards and videos featured fast-moving images displaying unique product codes, which were indecipherable to the naked eye but could be captured with a photo. Shoppers were then directed to upload these codes to the UNIQLO campaign website.

A bespoke in-store validation system was created to live-track and report voucher redemptions across Australia. This integration ensured a smooth experience for participants, whether they engaged with the campaign online or in-store. The campaign combined offline digital billboards with an online platform, encouraging a cohesive omnichannel experience that bridged the physical and digital realms.

The campaign achieved impressive results, generating 1.3 million video views and attracting over 25,000 new newsletter subscribers. Most notably, it reached over four million people and resulted in 35,000 new customers. The innovative approach of using fast-moving digital images and unique codes not only drew attention but also provided a fun and engaging way for consumers to interact with the brand.

Building buzz with free products and discounts, such as the HEATTECH t-shirts, effectively captured consumer interest and encouraged participation. UNIQLO leveraged word-of-mouth marketing by making the campaign shareable on social media, significantly strengthening its reach. The use of digital billboards brought in-store shoppers into UNIQLO’s digital world, generating buzz both offline and online. Educating leads about HEATTECH products and encouraging them to subscribe to the newsletter helped maintain consumer interest and engagement.

UNIQLO’s HEATTECH campaign in Australia demonstrated the power of innovative, integrated marketing strategies. By blending offline and online elements, the campaign not only educated consumers but also created a shareable experience that significantly boosted brand engagement and customer acquisition.