UNIQLO "Storms" PinterestSee the full experience
We were looking to raise awareness of a new line of clothing—UIP (UNIQLO Innovation Project). Specifically, we were tasked with showing off a colorful line of Dry Mesh T-Shirts. The Dry Mesh product wicks moisture away from the skin and keeps you cool when it's hot outside. The goal was simply to do something buzzy on a small budget. We joke that the brief was "Use Pinterest. Win in Cannes." Well, we're 50% there.
The Building Blocks
- 324 total hours spent on this project
- 104 pinterest accounts created
- 22 test runs
With $0 dollars in paid media, we earned over 55 million impressions and the campaign was picked up by over 64 different media outlets, all in the first 5 days. It took off because the concept was so simple and visuals were so beautiful. The idea was genuinely rooted in an insight based on a common user behavior (blank looks and repetitive scrolling). It didn't take too much tech but it did take some good old-fashioned human power and some clever tech sleuthing. A lot of people said we hacked the system, which isn't really true. We did, however, game the system. And we like that.