UNIQLO & Mashable

HEATTECH WINTER WARDROBE

Objective: Increase consideration of UNIQLO's winter clothing line, HEATTECH

Consideration-driving strategy: In our second campaign with UNIQLO, my team not only pitched a content campaign that provided a lookbook of HEATTECH designs on real people, but we added an new components that took this partnership to the next level.

  1. Photography: Sourced “models” to wear HEATTECH and worked with a external photographer to capture each model’s essence in HEATTECH clothing
  2. Visual Storytelling: Created 2 visual articles on Mashable that shared images of models wearing HEATTECH, and stories on what motivated them to wear it
  3. Instagram Story Extension: Drove a social-first audience to our article content through Instagram Stories with a “swipe up” feature

Success:

  • Client approved new content format recommendations such as visual articles and Instagram Stories

  • 2.8K digital interactions to both UNIQLO custom content articles on Mashable

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