Campaign details
Brand: UniqloLead Agency: Mindshare ChinaRegion: APAC
Strategy
Objective
Chinese New Year is like Christmas.
People go back to their hometowns and prepare gifts for their family. Gifting is an important and special practice in China – showing strong union with elder family members.
Unfortunately for UNIQLO, clothing is not top of mind when it comes to gift-giving in this biggest gifting season in the country.
How then can UNIQLO drive sales during this under-leveraged occasion?
Target Audience
The elder is always the key members for family reunion.
For many younger generation, it is...