We are going to try to provide all sorts of examples of great branding at the same time we discuss the problems, concerns and ways that companies do not speak to women or consumers in a way that encourages them to become brand evangilists.
I came across this article today in Ad Age MEDIAWORKS online. I thought this was a brilliant example of engaging and targeting consumers to build brand evangelists and sell more products.
In Japan, Uniqlo Microsite Lets Buyers Find Testimonials
Published: November 13, 2008
For a more in-depth look at this Idea of the Week and other case studies, visit Ad Age and CMDglobal’s Inspiration site.
Uniqlo wanted to sell its new Bra Top range and so recruited 300 Japanese women to represent the brand.
The 20- to 40-year-olds were filmed answering a range of questions, from their favorite food to what they liked about Uniqlo products, and the answers were then played on a microsite for like-minded women.
Filtering criteria allowed visitors to find women of a similar height, weight and shape and see how they answered the questions.
Sales of the Bra Top increased five-fold following the campaign, and at one point Uniqlo sold out all 1.7m units.