Campaign Objectives & Challenges
GU - UNIQLO's sister brand - wanted to increase sales and brand awareness during Chinese New Year, China's biggest celebration. But they face heavy competition from other fast fashion retailers like Zara, H&M and others.
Insights, Strategy & Idea
In 2017, 287 million people from all over China migrated to big cities for bigger opportunities. But in pursuit of a better future, they are separated from their loved ones and reunite only once every year, during Chinese New Year.
During this festival, it's a tradition to wear new clothes to welcome the new year. GU -...