DSS10. Digitally Integrated Campaign

Bronze
CAMPAIGN
CRUSHING THE BIGGEST SHOPPING DAY ON THE PLANET
AGENCY
Mindshare Shanghai
CLIENT
Uniqlo
BRAND
Uniqlo
DETAILS
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.
 
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.
 
While the Alibaba ecosystem drives huge volumes – it’s hugely competitive and cluttered. The antithesis of the preferred Uniqlo experience.   Single’s Day consumers in particular are bargain hunters primarily. Thin margins combined with high customer acquisition costs inside Alibaba ecosystem.  Owning the direct customer relationship is essential to Uniqlo – and in their offline stores they are able to deliver a truly value-added customer experience. 
 
By combining both offline and online purchase data, we were able to identify multiple methods to bring Uniqlo’s Alibaba shoppers to their offline stores. 
 
We combined years of consumer insights of Single’s Day shopping, category understand, location data and purchase behavior of this Single’s Day, segmented consumers and pushed relevant messages and creatives to different audiences, all to maximize traffic to the 500 stores Uniqlo has all over China.
 
Traffic to Uniqlo stores this year is 10 times more than last year during Single’s Day. There were long lines in front of every Uniqlo stores.  Not only that, each Single’s Day order is 34% more than the ones online.
 
This offline plus online approach makes Uniqlo the biggest winner in terms of sales in the apparel category this Single’s Day.
 
Moreover, acquiring one consumer offline on Single’s Day ended up being 100 times cheaper than online!
 
Consumers also welcomed the approach with immensely positive feedback. “I get to try the products on, with the same price online and zero wait for my packages!” 
CAMPAIGN
POWER TO THE QUEENS
AGENCY
Mindshare Shanghai
CLIENT
Loreal
BRAND
Maybelline
DETAILS
Maybelline New York hired Hong Kong star William Chan to be brand ambassador to promote the Color Sensational lipstick range. 
Chan is super popular among Maybelline’s young, female target audience – they are also target audience of many other brands.
 
How can Maybelline leverage new fan economy and create business impact?
 
Maybelline decided to alter the focus to the fans of the celebrity. They renamed one of the lipstick shades “Queen”, and made it the star color of the range. Chan posed with the lipstick and released the promotional photos on his social media, hinting his endorsement.
 
With all executions including 40s interactive videos, social posts, and featured Chan and his fans on Time square, Chan’s new endorsement topic was viewed 390 million times on social media site Weibo with more 1 than million discussions. Chan’s interactive videos were viewed nearly 1 million times. 30,000 fans uploaded their photos to win a chance to be featured alongside Chan on a Time Square billboard.
 
The “Queen” lipsticks were sold out in 20 seconds. Fans wanted the color so desperately that they wrote to Chan’s agent requesting for more. After re-stock, another 20,000 were sold in 2 hours, breaking Maybelline’s e-commerce sales record.
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