UNIQLO launched “Uniqlo Check-In Chance” campaign, giving anyone who checked-in at one of their 62 stores in Tokyo a 100 yen coupon. This case study looks at how the retailer worked with agency Dentsu and Facebook to generate sales of 10 billion Japanese yen for the three days of the campaign.
The challenge
The Japanese clothing chain Uniqlo was about to have its once-yearly major sale. A Facebook campaign was executed to ensure that people came to the stores. This resulted in record-breaking crowds and sales.
The solution
Facebook check-ins were originally just for sharing with friends. But during this campaign, check-ins by all who came to Uniqlo were made visible as entertainment. The excitement at individual stores combined to become a giant festival encompassing all stores. People who checked in to Uniqlo on Facebook could win a coupon that could be used during the sale only. This drove check-in participation and traffic to stores.
The results
• a total of 202,479 people checked in as a result
• the web site garnered 10,000 Likes
• total sales came to over 10 billion Japanese yen for the three days
• both store visitor numbers and sales recorded historic highs
