Another Engaging Marketing Tactic For UNIQLO. A Pinterest Takeover For Their Dry Mesh Project.
More opportunities for branding continue to spring up on the web as popular user-generated and social network-related websites grow.
Pinterest, one of the fastest growing sites out there, with over a reported 13 million registered users, was recently hijacked by UNIQLO to increase awareness of their Dry Mesh Tshirts. Part of the new UNIQLO Innovation Project (UIP), the idea was conceived of and executed for the Japanese brand by New York digital agency Firstborn.
Firstborn had to do something big for the Japanese brand to stand out from the chaos of online fashion and social media. To promote "the ultimate functional wear" that keeps you cool and dry while exercising, Firstborn created the first-ever branded mosaics on Pinterest.
As users scrolled through Pinterest public feeds, giant blocks of images appeared. Together, the image blocks worked to create an impossible to miss, branded mosaic. As users continued to scroll down, the branded images seemingly animated.
How did they do it?
To reach active consumers, the guerilla campaign targeted five categories: Men's Apparel, Women's Apparel, Geek, Fitness and Sports. Extensive R&D ensured the images would appear in one group. To evade Pinterest's detection algorithms, Firstborn set up over 100 shell accounts ahead of the launch. A group of Firstborn employees simultaneously pinned pre-selected images to successfully free users from the monotony of Pinterest scrolling. With a strong team effort, the UNIQLO Dry Mesh Project on Pinterest brought attention to the new product with an experience as unique as the actual shirts.
UNIQLO has been one of the most innovative brands in terms of their marketing and advertising on the web. This is merely the latest in their engaging tactics.