JC468 Digital Media Uniqlo Presentation

JC468 Digital Media Uniqlo Presentation

2. Objective
Marketing Objective!
Increase Sale
Communication Objective!
-to increase awareness about Uniqlo
-to engage with target
-to increase transaction

3. CHALLENGE

5. Background!Uniqlo is a Tokyo fashion and clothing company. It is a fast growing
company, one of the five biggest specialty fashion retailers in the world.!
The company makes T-shirts, jeans, and casual wear for both women and
men. It is owned by Fast Retailing, a Hiroshima based company.!
that has corporate philosophy “Changing Clothes. Changing Conventional
wisdom. Change the world.”!
!Uniqlo has shops in 12 countries. The main shop is in Japan. There are
many shops around the world, USA, China, France, Hong Kong, Japan,
Korea, Malaysia, Philippines, Russia, Singapore, Taiwan, UK, and Thailand.

6. Statement

7. Products
SWEAT!! ! !UT (Uniqlo T-Shirt)!! ! !JEANS !
Linen !! ! ! ! !AIRism !! ! ! ! !Bratop!
SUPRIMA(Premium Cotton)!! ! !etc.

8. Brand Essence
+ =
✓
+
Style Quality Fun

9. Brand Essence
Style Quality Fun
Basic & Casual
!
Unbranded
Innovation
!
Technology
Personality
!
Communication

10. Competitor
Fashion & Quality at
The Best Price.
Great Clothing!
Functional Design!
High Quality at!
Affordable Price.
High Quality Products
at Reasonable Price.

11. Competitor

12. Store
Current (14 Stores)!
1. Central World!
2. Central Plaza Ladprao!
3. Central Plaza Grand Rama IX!
4. Mega Bangna!
5. Siam Paragon!
6. The Mall Bangkapi!
7. Central Plaza Chaengwattana!
8. Central Festival Pataya Beach!
9. Fashion Island!
10. Promenada Resort Mall Chiangmai!
11. Central Plaza Chiangmai Airport!
12. Central Festival Changmai !
13. Central Plaza Rama II!
14. Tesco Lotus Phuket
5 Stores!
1. Siam Paragon!
2. The Mall Bangkapi!
3. Central World!
4. Fashion Island!
5. Terminal 21
6 Stores!
1. Central Plaza Ladprao!
2. The Mall Bangkapi!
3. Central World!
4. Siam Paragon!
5. Mega Bangna!
6. Emporium
2014 (6 Stores)!
1. Central Festival Hatyai!
2. Central Plaza Bangna!
3. The Mall Bangkae!
4. Central Festival Samui!
5. Central Plaza Rayoung!
6. N/A

13. Target
Potential Consumer !
!
Existing Customer !
!
Age 18 - 45 !
!
Thailand Nationwide!
!
Internet Based User

14. Target

15. Target

16. Target

17. INSIGHT

18. Target Insight

19. Target Insight
From Customer Voices in Facebook
Branch

20. Target Insight
Average!
!
Uniqlo!: 44!
H&M !!: 53!
ZARA!: 56

21. Target Insight

22. Target Insight

23. IDEA

24. “Life with Fun Life with Uniqlo”

25. Solution

26. “Let’s shopping with the fun at Uniqlo”
Unistore

27. What/Why Unistore ?
Unistore is Online Shopping with Virtual Store!
Microsite for online shopping + game
What
Objective! Increase Sale, Awareness, Engage, Transaction!
From idea “Life with Fun Life with Uniqlo” Fun with shopping !
Provides good customer experiences create/engage in a way of
memorable experience with the brand!
Correlation with the brand!
Increase awareness, engagement, transaction,
Why

28. Insight
http://www.etda.or.th/
etda_website/files/system/
Thailand_Internet_user_Pro
file_2013_020713.pdf

29. Insight

30. Online Shopping Environment

31. Execution

32. Unistore Special Promotion Area : the area are same as real store special offer
Only at Unistore
Women Men Kids & Baby
Tops
UT
-Dresses & Tunics!
-Cut & Sewn!
-Sweats!
-Shirts!
-Knitwear!
-Outer!
-Ultra Light Down!
-Fleece
-Cut & Sewn!
-Sweats!
-Knitwear!
-Casual Shirts!
-Easy Care Shirts!
-Outer!
-Ultra Light Down
-Sweats!
-Knitwear!
-Casual Shirts!
-Outer!
-Ultra Light Down
Bottoms
-Jeans!
-Casual Pants!
-Slacks!
-Skirts!
-Cropped Pants/ Shorts
-Jeans!
-Casual Pants!
-Slacks!
-Shorts
-Jeans!
-Casual Pants!
-Slacks!
-Skirts!
-Cropped Pants/ Shorts
Loungewear & Underwear
-AIRism!
-Underwear & Camisoles!
-Leggings & Socks!
-Loungewear!
-HEATTECH!
-Bars!
-BRATOP!
-Shorts
-AIRism!
-Socks!
-Loungewear!
-HEATTECH!
-Underwear!
-Room Shoes
-AIRism!
-Socks!
-Loungewear!
-HEATTECH!
-Underwear
Accessories
-Bag!
-Belts!
-Hats!
-Scarves!
-Others
-Bag!
-Belts!
-Hats!
-Scarves!
-Others www.unistorethailand.com!
Register : Facebook & Twitter
account!
Setting username & password!
Payment Method!
Submit!
Create your avatar!
Let’s Shopping in Unistore

33. UnistoreClick your items in to the basket for shopping.!
Click for read about the details!
Size guide!
Composition and care!
Look book!
Inventory check!
Share the items in social media.!
Create your shopping lists !
- Email the shopping lists for shopping at Uniqlo Store.!
!
Confirm your basket !
Pick up : Uniqlo store or Delivery to your home.!
Payment : Credit/Debit Card, Online Voucher, etc.!
Receipt : Sending Email, Code and link for get the
code to your Passbook application (iOS) for pick up at
Uniqlo Store
Receipt
No. 4326
1490฿Passbook App

34. “Let’s shopping with the fun at Uniqlo”
Unistore

35. How we reach people come to Unistore
?

36. Unistore
1 2 3 4

37. 2

38. “Let’s line up with the fun for Unistore”
Uniqueue

39. What/Why Uniqueue ?
Uniqueue is the virtual queue for people line up before Unistore.!
Campaign site for online game
What
Uniqlo has a tradition that will be queued in line for celebrate a new store.!
Similar as Uniqlo Lucky Line Campaign at Japan/Taiwan But Different!
!
Objective : to engage target and awareness about Unistore!
!
Concept : “More share more moving up the queue”!
by using hashtag #Uniqueue or #Unistore for share anything about Uniqlo
such as Compliment, Complain, Other, Product benefit anything that you
want shared it in Social media (Facebook, Twitter, Instagram, etc) then !
“More share more moving up the queue”
Why

40. Queued for celebrate a new store

41. Mechanic- Join in to Uniqueue by login from Facebook or Twitter account!
- Create your own avatar!
- Post or Tweet anythings on social media using hashtag #Uniqueue or #Unistore!
- More share more moving up the queue!
- Prizes : Firsts 1,000 people in queue will get voucher 1,000฿ each!
for shopping at Unistore

42. “Let’s line up with the fun for Unistore”
Uniqueue

43. Unistore
1 2 3 4
Uniqueue

44. 1

45. Uniqlo X Line

46. Why Line ?
Spring!
Summer!
2014

47. Why Line ?

48. Why Line ?

49. Why Line ?

50. Why Line ?

51. Why Line ?
Sticker
!Thailand presently has 10,221,282 LINE users making them number 3 in the world after Japan & Taiwan. But when it comes to
active users, Thailand is reportedly number one in the world.

52. What/Why Line ?
Line official account!
Line flash sales for special items (limited items)!
Sticker Line!
Promote UT Collection
What
Objective!
- to increase awareness about Uniqlo !
(Special offer, New Arrived, Uniqlo Info, etc.) !
-to engage with target by “Sticker Line”
Why

53. Uniqlo X Line

54. Unistore
1 2 3 4
Uniqueue

55. 4

56. “Let’s enjoy your daily life”
Uniday

57. Uniday
Objective!
to reach/awareness !
to engage with target!
to increase transaction at Unistore!
!
Insight !
Every morning you have to choose the cloths for outgoing and sometimes it
not matching with the weather your timetable etc.!
!
Solution !
Uniday is mobile application that you can check the weather alarm look book
for every morning. You can set the alarm when this application alert. it will tell
you the weather for today and random the style of look book for you into that
day for guideline what you have to wear look book is link to Unistore for
shopping.

58. Uniday

59. Uniday
UNI!
DAY

60. “Let’s enjoy your daily life”
Uniday

61. UNI!
DAYUnistore
1 2 3 4
Uniqueue

62. UNI!
DAYUnistoreUniqueue
Campaign Timeline
4 April 2014 26 August 2014 9 September 20145 December 2014
Celebrate 3 Years
in Thailand
!
CTW opened
9 September 2011
15 days before UnistoreSummer
!
UT 2014

63. Media

64. Media Paid! Owned Earned
Online Banner Line Official Account Social Media
Flyer Website WOM
Facebook/Twitter
EDM
Objective : Reach/Awareness, Engagement

65. Media Paid! Owned Earned
Online Banner Facebook/Twitter Social Media
Facebook ad Website WOM
SEM EDM
Flyer Line Official Account
Objective : Reach/Awareness, EngagementUniqueue

66. Media Paid! Owned Earned
Online Banner Facebook/Twitter Social Media
Facebook ad Website WOM
SEM EDM
Seeding Line Official Account
News Paper
Press release
Radio
Flyer
Objective : Engagement, TransactionUnistore

67. Media Paid! Owned Earned
Online Banner Application (iOS & Android) Social Media
Admob Facebook/Twitter WOM
Flyer Website
EDM
Line Official Account
Instagram
UNI!
DAY
Objective : Reach/Awareness, Engagement

68. UNI!
DAY
1M 4M 8M 2M
Estimated Budget
15M
Official Account
Sticker
Online Banner : Ad Networks
Flyer
Campaign site
Voucher
Facebook ad
Online Banner : Ad Networks
SEM : Google AdWords
Flyer
Micro site
Facebook ad
Online Banner : Ad Networks
SEM : Google AdWords
Newspaper, Radio
Press Release, Flyer
Mobile app (iOS, Android)
Admob
Online Banner : Ad Networks
Flyer
UnistoreUniqueue

69. Evaluation
Uniqueue
Subscriptions!
Sticker downloaded!
Transaction : Flash sales!
Impressions : Banner!
Frequency : Banner
Impressions : Banner!
Frequency : Banner!
Lead!
Page visit!
Time Spend!
Conversion/Registrations!
Hashtag Shared!
Volume of Conversations!
Feedback

70. UNI!
DAY
Evaluation
Unistore
Downloaded!
Time Spend!
Active!
Leads
Impressions : Banner!
Frequency : Banner!
Lead!
Page visit!
Page impressions/ views!
Time Spend!
Bounce rate/ % Exit!
Conversion/ Registrations!
Transaction/ Purchase!
Volume of Conversations!
Feedback

72. !
MS.ILADA WONGPERMPOL “PAM” !
STUDENT ID : 5407610186 !
!
MS.PRAEWRAWEE RUNGRUANGSAKORN “PRAEW”!
STUDENT ID : 5407610251 !
!
MR.NONTAWIT SUNGWORN “TEEN” !
STUDENT ID : 5407610285!
CREATED BY