Campaign details

Brand: Uniqlo
Lead Agency: Mindshare China
Region: APAC

Strategy

Objective

You may know Uniqlo was the first brand to cross the 100 million RMB mark on Single's Day - in less than one minute.

What you may not know is how Uniqlo was also able siphon Alibaba's huge third-party platform's traffic to Uniqlo's own offline platform: their 500 stores.

Target Audience

Single's Day, the one-day shopping extravaganza on e-commerce giant Alibaba, is the biggest shopping event globally. Started as an obscure anti-Valentine celebration, now Single's Day revenue is twice the total of Amazon Prime Day, Black Friday and Cyber Monday together in the US.

It is the most important day for many retail brands in the whole year. For many brands, the day makes up for more than half of their sales in the year.

Creative Strategy

Why did we drive traffic to Uniqlo offline stores on the biggest e-commerce day?