EFP06. Other Consumer Products

Gold
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
Let’s make viral products instead!
AGENCY
The Womb India
CLIENT
Saregama Carvaan
BRAND
Saregaman Carvaan
DETAILS
Saregama, India’s oldest music company, with more than a 100,000 songs in its bank, had stopped investing in new content for the last couple of decades. And, as a result of the nation’s population growing younger, their growth from old assets had flattened out. 
Our client’s brief to us – “Help us make money from our old assets in a young country”
Typical communications agency solution – A ‘campaign’. Possibly a memorable campaign. 
 
Our solution – A mainstream, no-gimmicks product - that went viral on its own
 
We conceptualized ‘Carvaan’, a product, that has soon become India’s latest cultural phenomenon. It has not just reversed our client’s business stagnancy but has also catapulted their stock price by 233.42% within just 8 months of launch. 
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