UNIQLO UT & TikTok Created the #UTPlayYourWorld Campaign
Laura McQuarrie — June 24, 2019 — Marketing
References: apps.apple & prnewswire
UNIQLO UT and TikTok came together to create the first multi-market brand campaign #UTPlayYourWorld as an in-app outfit challenge that invites people to sport their favorite UNIQLO UT outfit on the short-form mobile video app. Users are now encouraged to share moments wearing their favorite outfit from UT, UNIQLO's collection of graphic t-shirts inspired by current pop culture. Over the years, UNIQLO UT has inspired self-expression with special edition pieces featuring popular artists, cartoons and brands.
By participating in the in-app challenge on TikTok, users have the chance to see their videos in global UNIQLO stores. The engaging campaign takes note of the influence today's generation of shoppers hold, especially when it comes to content creation that could be instantly used for marketing purposes.
By participating in the in-app challenge on TikTok, users have the chance to see their videos in global UNIQLO stores. The engaging campaign takes note of the influence today's generation of shoppers hold, especially when it comes to content creation that could be instantly used for marketing purposes.
Trend Themes
1. User-generated Marketing - The #UTPlayYourWorld campaign on TikTok highlights the trend of user-generated content for marketing purposes, creating opportunities for brands to engage and leverage the influence of their consumers.
2. In-app Challenges - The collaboration between UNIQLO UT and TikTok demonstrates the rising trend of in-app outfit challenges as a way to promote brands and encourage user participation, presenting opportunities for other companies to create similar interactive campaigns.
3. Pop Culture Collaborations - UNIQLO UT's collection of graphic t-shirts inspired by pop culture showcases the growing trend of collaborations between fashion brands and popular artists, cartoons, and brands, providing opportunities for brands to tap into nostalgia and consumer interests.
Industry Implications
1. Fashion Retail - The #UTPlayYourWorld campaign by UNIQLO UT illustrates the potential for fashion retailers to engage customers through interactive online campaigns and user-generated content, increasing brand awareness and loyalty.
2. Social Media - TikTok's role in the #UTPlayYourWorld campaign highlights the influence of social media as a platform for brands to connect with customers and encourage active participation, opening doors for innovative marketing strategies.
3. Content Creation - The collaboration between UNIQLO UT and TikTok emphasizes the trend of user-generated content and its impact on marketing strategies, presenting opportunities for content creation platforms and services to facilitate brand collaborations.
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