Malaysian Media Awards Winners Showcase

The Challenge
The space between youth and fashion is heavily cluttered with daily discounts, #OOTD and sometimes frivolous content, how does Uniqlo cut through the noise to reach the 18-35 target audience, meaningfully and at the same time personalize the engagement?

Insight, Strategy and the Idea
Music drives youth culture and their fashion selection, it is the voice of youth. According to Spotify data, Malaysian youth love their music; daily listening minutes in Malaysia is higher than global average. This was a great opportunity for Uniqlo to celebrate some of the world’s greatest pop culture followings via this music platform. By combining fashion tastes with music, UQ aims to drive engagement and awareness for four of its new UT collections – Lego, Disney & Pixar, Star Wars and Alice in Wonderland. Spotify was leveraged as an exclusive platform where the brand can connect with youth in their turf.

Media Execution
UT Collections were featured on Spotify’s platforms. Display ads and audio ads are used to drive interest to a special interactive microsite where data analytics is deployed to identify user demographics and their fashion choices to create the right music suggestions. In this exclusive Spotify microsite, they can select their favourite UT collection and generate a shareable playlist. To further increase user engagement, UQ also ran a social media competition with riddles from the bespoke playlist on Facebook. Winners get a UT voucher.

Results and Effectiveness
UT’s first-of-its kind collaboration with Spotify clocked 2.4 million impressions on the platform with a CTR 10 times of Spotify Retail Industry benchmark. There was a total of 29,959 FB app installations and 38,634 play times which proves returned engagement. The campaign also registered a conversion rate of 71.36% (voucher redemption), total page reach of 5,146,730 and 69,674 social actions on Facebook.