Campaign details

Brand: UNIQLO
Brand owner: Fast Retailing Co.
Lead agency: Mindshare China
Country: China
Industries: Clothing & fashion retail
Media channels: Online display, Point-of-purchase, in-store, Sales promotion
Budget: 1 - 3 million

Executive summary

Singles' Day, China's one-day shopping extravaganza on e-commerce giant Alibaba, is the biggest shopping event globally – double the size of Amazon Prime Day, Black Friday and Cyber Monday combined in the US.

However, this scale has increased clutter, decreased margins and bumped up customer acquisition costs in the Alibaba ecosystem. For UNIQLO to make big wins in 2017's Singles' Day, it needed a less conventional approach: to lead the traffic from Alibaba's huge third-party platform to its own offline platform, namely its 500 brick-and-mortar stores.