UNIQLO’s Guerilla Pinterest Campaign
Japanese clothing brand Uniqlo has found a cool, new way to use Pinterest that goes beyond posting attractive photos of products, like many other fashion brands do. It recently promoted its new line of shirts by utilizing the power of Pinterest’s scrolling ability.
By pinning images simultaneously using hundreds of shell accounts on Pinterest, Uniqlo created some kind of a Pinterest takeover. As users scrolled through Pinterest public feeds, giant blocks of images appeared.
Together, the image blocks worked to create an impossible to miss, branded mosaic.
As users continued to scroll down, the branded images seemingly became animated Uniqlo used giant animated blocks that were featured in key Pinterest categories such as men’s apparel, women’s apparel, geek, fitness and sports.
See the case video of Firstborn, the agency that created this great campaign:
Firstborn explains the brief:
UNIQLO wanted to increase awareness of their Dry Mesh T-Shirts, part of the new UNIQLO Innovation Project (UIP). Firstborn had to do something big for the Japanese brand to stand out from the chaos of online fashion and social media. To promote “the ultimate functional wear” that keeps you cool and dry while exercising, Firstborn created the first-ever branded mosaics on Pinterest.
As users scrolled through Pinterest public feeds, giant blocks of images appeared. Together, the image blocks worked to create an impossible to miss, branded mosaic. As users continued to scroll down, the branded images seemingly animated. To reach active consumers, the guerilla campaign targeted five categories: Men’s Apparel, Women’s Apparel, Geek, Fitness and Sports.
Extensive R&D ensured the images would appear in one group. To evade Pinterest’s detection algorithms, Firstborn set up over 100 shell accounts ahead of the launch. A group of Firstborn employees simultaneously pinned pre-selected images to successfully free users from the monotony of Pinterest scrolling. With a strong team effort, the UNIQLO Dry Mesh Project on Pinterest brought attention to the new product with an experience as unique as the actual shirts.