Integrated Marketing Communication Report
CONTENT RESEARCH REFERENCE OF CURRENT CAMPAIGN SWOT ANALYSIS R&D OF MARKETING STRATEGY NEW MARKETING STRATEGY CONCLUSION 02 03 04 05 06 01
01 RESEARCH
5 UNIQLO is a clothing apparel company, which was originally founded in Yamaguchi, Japan in 1949 as a textiles manufacturer. Now it is a global brand with over 1000 stores around the world. Redefining clothing, with a focus on quality and textiles which has been unaverred since the company’s origins in 1949. By 2000, UNIQLO’s headquarters moved to Tokyo “to promote merchandising and marketing” and later that year, the company’s online store opened for business. [UNIQLO, (N.D.)] UNIQLO opened its first overseas store in London in 2001 signalling the beginning of the company’s global expansion. Today, Uniqlo is one of Asia’s and the world’s fastest-growing apparel brands. With stores in relatively all major cities worldwide, and it is known for producing high-quality apparel that people can wear daily. People go UNIQLO to find great essentials, pieces, and a nice selection of clothes at a reasonable price. UNIQLO aspires to be the world’s largest clothing shop, with a focus on growth in the United States, China, and online. It is slowly catching up with global fashion giant Hennes & Mauritz’s (H&M) market share by targeting the right customers. [Talkwalker, (2022).] The mission of UNIQLO is to deliver clothing that enriches the lives of all the customers around the world. For over 20 years, UNIQLO have worked on sustainability activities with an aim to change the world for the better through our business. Since 2018, UNIQLO adopted a new sustainability mission statement: “Unlocking the Power of Clothing”. With a focus on products, supply chain, employees, stores, and communities, UNIQLO is aiming to change the world for the better through our business. [UNIQLO, (N.D.)]. ABOUT UNIQLO
6 UNIQLO PHILOSOPHY LIFEWEAR: MADE FOR ALL UNIQLO launches “LifeWear: Made for All,” a multimedia campaign featuring personal, insightful interviews with tennis legend Roger Federer, renowned NYC artist Futura, UNIQLO Team Sweden’s table-tennis champ Anna-Carin Ahlquist, Uniqlo U Artistic Director Christophe Lemaire of the UNIQLO Paris R&D Center, the company’s social mission partners, and other voices from all over the globe. [Deelicious, (2021)] “I support the company’s LifeWear philosophy. LifeWear’s mission goes beyond creating high-quality clothing - it’s about improving the lives of all people, around the world,” said Global Brand Ambassador Roger Federer summing up the company’s mission in a nutshell: to create perfect, highquality, affordable clothing that meets everyone’s daily lifestyle needs. [nss magazine, (2021)] A philosophy that guides UNIQLO in everything it does, from the creation of clothing to its commitment to sustainability. LifeWear is clothing designed to make everyone’s life better. It is simple, high-quality, everyday clothing with a practical sense of beauty- ingenious in detail, thought through with life’s needs in mind, and always evolving. Inspired by life’s needs, ingenious in detail, simple and perfected as a component of any style, looking ahead, and continuing to evolve and presenting the highest quality for everyone. [UNIQLO | GLOBAL MANAGEMENT PROGRAM in JAPAN, (n.d.)] “I support the company’s LifeWear philosophy. LifeWear’s mission goes beyond creating high-quality clothing” — Global Brand Ambassador Roger Federer
7 The target market of UNIQLO is both male and female, in the age group of 18- 40. It targets people who are attempting to find trendy clothes which are casual and laid back. UNIQLO clothing is not only limited to the wealthy. The great quality and affordability indicate the great value for consumers. This strategy has broadened the target market because all the consumers are trying to find affordable and high-quality clothes. Uniqlo also targets the working-class, middle-class, and upper-class people by psychographic segmentation to expand its business. UNIQLO understands that its product is one of the most powerful marketing tools for its brand. The company puts a lot of emphasis on delivering great customer experience and communicating on causes that their customers care about. The company is also embracing e-commerce to further boost awareness and purchases, and it is always looking for opportunities to reach more people through collaborations with key personalities and designers globally. The brand also understands the power of digital marketing, which is reflected in how they use content and social media. From the stories behind the products to the influencers the brands work with, all the way to localized social media content – this is a brand that has a clear brand story and makes sure that their content communicates exactly what their brand values and purpose, which ultimately shapes a robust UNIQLO marketing strategy that helps them connect with the audience better. UNIQLO’s success in Southeast Asia is evident in how the brand was listed as one of the Most Loved Brands in Southeast Asia in Talk walker’s latest Brand Love 2022 report. This is a brand that has successfully won over the hearts of consumers in this region and all around the world. [Xaif, (2022)] TARGET MARKET Both male and female, in the age group of 18-40. It targets people who are attempting to find trendy clothes which are casual and laid back.
02 REFERENCE OF CURRENT CAMPAIGN
9 JOIN: THE POWER OF CLOTHING 1 July 2022, UNIQLO launched JOIN: THE POWER OF CLOTHING, a global campaign to support activities for a better world. [M.J, (2022)] The aim of the JOIN: THE POWER OF CLOTHING campaign is to encourage UNIQLO customers to be a part of the environmental sustainability activities that UNIQLO has conducted up to now. The two main initiatives, conducted at UNIQLO stores and the uniqlo.com online store, are Buy and JOIN and Learn and JOIN. The program aims to raise awareness of global problems such as ocean pollution among customers, and to inspire action that makes the world a better place. In addition, UNIQLO will sell products made with 100% recycled fibers (plush toys, pocketable bags, T-shirts), featuring designs with Doraemon Sustainability Mode, the UNIQLO Global Sustainability Ambassador. During the campaign, when customers purchase UNIQLO products made with recycled materials, they will be contributing to a better world in more ways than one. UNIQLO parent company, Fast Retailing, will donate up to US$1 million (approximately 130 million yen) to the Nippon Foundation to support activities that reduce ocean waste, by donating the profits of sales of these campaign items. [UNIQLO CO., LTD., (N.D.)]
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11 October 3 2022, JOIN: THE POWER OF CLOTHING had reached the second phase of the campaign, to be conducted at UNIQLO stores in Malaysia, the uniqlo.com online store, and at select overseas locations. JOIN: THE POWER OF CLOTHING The JOIN: THE POWER OF CLOTHING campaign aims to encourage UNIQLO customers to be a part of its ongoing sustainability activities. The program aims to raise awareness among customers of global problems such as ocean pollution and to inspire actions that make the world a better place. During the campaign, when customers purchase UNIQLO fleece products made from 100% recycled polyester fabric, UNIQLO parent company, Fast Retailing, will donate US$1 to the Nippon Foundation for each item sold, to support activities that reduce ocean waste*1. (*1up to 1 million USD.) In addition, UNIQLO will sell a Fluffy Fleece Full-Zip Jacket (MENS, KIDS) with a design featuring “Doraemon Sustainability Mode”, the UNIQLO Global Sustainability Ambassador. UNIQLO will sell a Fluffy Fleece Full-Zip Jacket, made from 100% recycled polyester fabric derived from plastic bottles and featuring a “Doraemon Sustainability Mode” motif. The small needlepoint design, suitable for both men and women, allows parents and children to coordinate their outfits. [Deelicious, (2022)]
03 SWOT ANALYSIS
13 Clear vision of the brand, having the brand philosophy “Lifewear: Made for All”, UNIQLO provides quality clothing for all people and all situation Provide high quality, basic causal wear at lower price, it is practical and simple. Clothing is up-to-date and fashionable, big recognition and already have own fan base Take care about our planet Earth, society, and people Having social responsibility shows how sincere and seriousness of UNIQLO cares and contributing to the world, one of the successful campaigns is their JOIN: The Power of Clothing No wide market range, only sell clothing and product that made of cloth Not much of advertising on their app widely Low international presence, only 1545 UNIQLO branches are present internationally compared to ZARA, it has nearly 3000 stores in 2023. [PESTLE Analysis, (2022)] & Wikipedia, (2023)] S W Strengths Weakness SWOT ANALYSIS I
14 Available at most of the biggest shopping mall in Malaysia Able to do donations in clothing, people need clothes to keep safe within different kinds of weather and from danger UNIQLO has ambassador for their Life:Wear philosophy, for example tennis legend Roger Federer The brand philosophy shows that UNIQLO put efforts and emphasis on delivering great customer experience Taking care of people through its technology in clothing and the idea of “Made for All”, make the brand a step closer with the consumer Have an existing UNIQLO app, in this digitalize era, E-Commerce app is widely use by people, the app can be used to promote the campaign by adding related features inside the app One of the UNIQLO aim is contribute to a better environment, currently gives more care about environment, attracts consumer that have eco conscious Competition of other fast retailing clothing company such as H&M and Zara, having similar type of customers and target market. Pandemic, people unable to go out and shop. The lockdown caused losses to Uniqlo’s revenue dropped by 13% [PESTLE Analysis, (2022)] O T Opportunity Threat In conclusion, UNIQLO has strong brand philosophy is strong and their previous campaign already shown people how UNIQLO is taking care the environment. UNIQLO always think about the society, for example the Lifewear’s mission goes beyond creating great quality clothing, is all about improving lives of people. It shows that UNIQLO is thoughtful and cares for people. Due to the digitalize era, UNIQLO can take the opportunity to promote UNIQLO app throughout the campaign. SWOT ANALYSIS II
04 R&D OF MARKETING STRATEGY
16 Empathy is an ability to understand another person’s thoughts and feelings in a situation from their point of view. By understanding what people thoughts and feelings, empathy is more than just caring. We also can show empathy through caring. Empathy allows us to be aware of how the other person feels; caring focuses on a process of action that will help others. There are 2 main issues that UNIQLO will be paying attention to 1 COVID-19 pandemic that has been affecting us a lot, which increase the rate of mental health issue, and mental health relates to our physical health Starting the year 2020, COVID-19 pandemic had hit people hard and having a long time to recover back. In the first year of the pandemic, global prevalence of anxiety and depression increased by a massive 25%, according to a scientific brief released by the World Health Organization (WHO) today. [World Health Organization, (2022)]
17 Global warming is the long-term heating of Earth’s surface observed since the pre-industrial period (between 1850 and 1900) due to human activities, primarily fossil fuel burning, which increases heat-trapping greenhouse gas levels in Earth’s atmosphere. This term is not interchangeable with the term “climate change.” Climate change is a long-term change in the average weather patterns that have come to define Earth’s local, regional, and global climates. These changes have a broad range of observed effects that are synonymous with the term. 2 Environmental issues of climate change and global warming is getting worst year by year. Changes observed in Earth’s climate since the mid-20th century are driven by human activities, particularly fossil fuel burning, which increases heat-trapping greenhouse gas levels in Earth’s atmosphere, raising Earth’s average surface temperature. Natural processes, which have been overwhelmed by human activities, can also contribute to climate change. [NASA, (N.D.)] Both issues, climate change and global warming, leads to flood. Climate change has increased the frequency and intensity of floods and other natural weather-related events that we are witnessing around the world. Heavy rainfall from the effect of climate change, making over a short period of time flash floods can happen, and moderate rainfall over several days can overflow rivers or dams. [ActionAid UK, (2023)] We can observe that Global Warming is occurring due to the worsening of the environment around the world gradually. The past seven years were the warmest on record. There is a 48% chance that, during at least one year in the next 5 years, the annual mean temperature will temporarily be 1.5°C higher than 1850- 1900 average. Floods, droughts, heatwaves, extreme storms, and wildfires are going from bad to worse, breaking records with alarming frequency. Heatwaves in Europe. Colossal floods in Pakistan. Prolonged and severe droughts in China, the Horn of Africa, and the United States. [unfccc.int, (2022)] The effects of climate change are already impacting Malaysia. One of the issues that Malaysia facing is flood. Malaysia is particularly vulnerable to flooding, with the frequency and extremity of flood events having increased in recent decades. Residents in the Klang Valley may recall the severe floods that occurred over the past two years, compared to yesteryears when floods were uncommon. The UN research also found that about 29,800 square kilometres of land – within which five million people reside – feels the brunt of annual floods. It is warned that the area affected is projected to increase due to rising sea levels – possibly reaching 0.25 to 0.5 metres higher by 2100 in Peninsular Malaysia and potentially exceeding 1.06m in Sabah. [DR MILTON LUM, (2022)] In conclusion, with all the 2 main issues, UNIQLO is able to take the opportunity and come out a campaign that shows empathy and cares about other people, and also look after our environment.
05 NEW MARKETING STRATEGY
19 Due to all issues above, UNIQLO is now taking the chance of showing empathy, caring, and loving people. It is important to care about people’s health in mentally and physically. Furthermore, consumers are increasingly making conscious decisions with sustainability and the environment in mind. Nowadays, people are more eco conscious because of destruction of ecosystem and climate change issues that happened in recent years. UNIQLO is stepping up, taking parts on caring people and the environment. NEW CAMPAIGN: WE CARE FOR YOU A new campaign called “We Care for You” is proposed. The campaign shows that UNIQLO take the effort to care about people.
20 CAMPAIGN’S AIM AND MESSAGE AIM MESSAGE To remind the society to always show their empathy and caring heart towards other people. It is important to care about yourself, as well as caring for the others. Taking care of people’s health physically and mentally. Care for the environment by using environmental friendly materials or ingredients in our product. Understand people needs, listen to people about their feelings. UNDERSTAND HEALTH ENVIRONMENT
21 CAMPAIGN VISUALS The key visual for this campaign will be mainly using Carey, the campaign mascot with red and white colour palette, clean and simple. Key visual 1 Key visual 2 A visual mascot of the campaign is designed, named “Carey.” Carey is a heart shaped mascot with positive energy. The heart shape is resembling to our human heart, feeling is all from our heart. Carey shows its ability to understand, care and share feelings of others. Telephone is also used as a symbol of the ear. Listening to what people needs and their feelings. This shows how we want to understand people, which is by listening to others. On the products, by having positive and cheerful looking mascot, it brings the positive energy that UNIQLO is willing to care and understand people and consumers. CAREY
22 CAREY’S SWEATER When our situations been understood, a warm feeling will come out from our heart. The sweater is able to keep us warm during rainy days and a cold environment. Having the natural fabrics material such as organic cotton is biodegradable and can be composted at the end of their life. 22
23 NEW PRODUCT SERIES I n the “We Care for You” campaign, UNIQLO will be launching a new series of product. Aim to care about people mentally and physically, and the environment. Including sweater, first aid kit, thermos water bottle, relaxing scented candle, and moisturizing sanitizer. All the product in this series will be produce using eco-friendly material. The series of product will be display at a small section in-store and is available to be purchase both in-store and online store using UNIQLO app. RELAXING SCENTED CANDLE MOISTURIZING SANITIZER Relaxing scented candle can be used to release our stress and anxiety. Soy Wax is chosen to use this relaxing candle. It’s because non-toxic and cleaner-burning candles are less likely to trigger allergies. The usage of candle container is made with glass. Because glass is a permanent material which is infinitely recyclable, as well as reusable and refillable, reducing waste and saving natural resources. The materials that chosen here is making it better both for the environment and people’s health. Due to the pandemic, people now use hand sanitizer everyday it had become one of our basic need. Hand sanitizers are designed to kill germs and keep hands sanitized, but overuse of hand sanitizer also leads to skin irritation, rashes, and corrosion. Having the skin friendly sanitizers with moisturizing effect, it can prevent our hands from getting too dry. Hence, helping us to protect our skin. The Mini First-Aid Kit helps to handle the medical emergencies as quick as possible. It can also be use as the pouch for daily supplements. It is light in weight, for effortless transport and imporatant storage. Stainless steel is a fantastically green material. With the vacuum insulation technology, it creates an airless space between two walls, virtually eliminating temperature change. Drinking without worrying, the drink stays cold or warm no matter which forecast. MINI FIRST-AID KIT THERMOS WATER BOTTLE
24 MARKETING STRATEGIES “We Care for You” campaign will be conducting phase by phase. Each phase will be running 3 months. People from phase 1 still can be joining the phase 2. At the end of each phase, a ceremony will be held and will be having press to share about the result of this new campaign. Sharing stories of showing empathy and caring in Instagram Raising funds and collecting points using UNIQLO MY app To be used at shopping malls and inside UNIQLO outlet New “We Care” section and new features will be added into UNIQLO MY APP Bringing the campaign to every part of Malaysia phase by phase DIGITAL MEDIA: UNIQLO APP ROADSHOW EVENT PRINT MEDIA: ELEVATOR & CLOTHING TAG DIGITAL MEDIA: SOCIAL MEDIA CAMPAIGN ROUND-UP CHARITY 01 04 02 03 05
25 New “We Care” section and new features added to UNIQLO MY App 01 DIGITAL MEDIA : UNIQLO APP UNIQLO app, is an online platform for people to purchase UNIQLO products only. It can be downloaded in Google Play Store, Apple App Store and Huawei App Gallery by searching UNIQLO MY. By using the opportunity to promote and widen the usage of app, the new “We Care for You” campaign will be mainly paired using with it. With the message of “We Care for You” into the UNIQLO app, a new section called “We Care” will be created. When UNIQLO MY app is downloaded, the UNIQLO membership code will be automatically given, but an account must be created in order to join the “We Care for You” campaign. To promote and get people to download the app, points can be earned during the campaign by using the app. People can get the points through buying UNIQLO product, when paying at counter, show the cashier to scan your membership barcode. Another option of earning points is by completing task which give by the “Carey’s Shake Me” randomly once per day. The points will be brought to join the leaderboard and make the user be part of the contribution to the CSR event. Not only about using it to earn points, the app can also be used to care for yourself. The main aim for having “We Care” section is to let users to take extra care about themselves and also showing empathy to others.
26 WE CARE All the new features aim to show caring. The app cares about people (user themselves) mentally with “Carey’s Mood Tracker” and “Carey’s Chat” and physically with “Carey’s Exercise Routine” and “Carey’s Sleep Tracker.” Then, cares about environment with “RE UNIQLO.” By using RE UNIQLO, user can earn points while doing recycle. As a reward from UNIQLO, the points that earned from RE UNIQLO can be exchange for selected UNIQLO clothes. User is able to treat themselves and feel better, happier with small rewards. One of the aims that UNIQLO wants to portray in this campaign, show caring to the others. CAREY’S SHAKE ME (daily minigame) CAREY’S SHARE post stories of showing empathy CAREY’S MOOD TRACKER record your mood everyday CAREY’S CHAT chat with Carey about your day REUNIQLO taking care of environment CAREY’S EXERCISE ROUTINE taking care of your health CAREY’S SLEEP TRACKER taking care of your sleep hour NEW SECTION ADDED 26
27 HOW DOES CAREY’S SHAKE ME WORKS? To give an example of situations, how the “We Care” section works. User A, B and C click into “We Care” section, “Carey’s Shake Me” mini game will be appear once per day. A random message or reminder with or without task will popped-out once the user shakes their phone in Carey’s Shake Me. Situation 1: User A (Response to the task) Situation 2: User B (Does NOT response to the task) Situation 3: User C (Got a quote no task) User A shake their phone and popped-out a message “Today is a wonderful day! Let’s call your loved ones and tell them how much you care about them”. A “take me there” button will be appeared and User A choose to response the popped-out message, User A click onto it, the app will bring User A to the Call section on their phone. After finishing the task, user can come back to the app and get their reward points (earned different points according to the task) for the “We Care for You” campaign. User B shake their phone and popped-out a message “Today is a wonderful day! Let’s call your loved ones and tell them how much you care about them”. A “take me there” button will be appeared and User B choose to NOT response the task. User B can swipe away the popped-out message and the app will bring User B into the main page which is the “Carey’s Share” section (inside We Care). User C shake their phone and popped-out a random message or reminder, is a quote. After reading the quote User C can swipe to enter the “Carey’s Share” section.
28 When a user taps onto “We Care” section, first thing that showed on screen will be “Carey’s Shake Me” mini game. It is a daily mini game for people to shake their phone. The user will randomly get a message or reminder (in a heart shape) of taking care yourself and other people. WE CARE : CAREY’S SHAKE ME
29 Points can be earned after finishing the given task. Sometimes, an action will be given from the popped-out message.
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31 After closing “Shake Me” mini game, the main section at the “We Care” is called, “Carey’s Share.”
32 I n Carey’s Share user will be able to scroll everyone’s post about their stories that shows empathy and caring. There is a button to post with options of text, camera, photo or polaroid, a profile page at left corner and leaderboard at right corner. The polaroid is a special designed with the visuals of campaign and only can be used by downloading our UNIQLO MY app. User must log in or create a new account for UNIQLO app in order to use the “Carey’s Share” and get the points from the campaign. The points can be check at the leaderboard. The campaign points can be redeemed at the end of every phase CAREY’S SHARE When UNIQLO MY app is downloaded, the UNIQLO membership code will be automatically given, but an account must be created in order to join the “We Care for You” campaign. People can get the points through buying UNIQLO product, when paying at counter, show the cashier to scan your membership barcode. The points will be recorded and appears onto your account, it can be checked at “Carey’s Share’ or the membership section at ”WE CARE FOR YOU” bar. Log In or Create an New Account Public posts recommended to you 32
33 A button at the right corner in “Carey’s Share”, user is able to check their points and rank in leaderboard Extra points can be earned after finishing the task (randomly given either a task or a quote daily) Choose to post in the form that user prefer. User can view everyone’s score as well A special poloroid features for UNIQLO MY app user User can choose either to redeem their points for clothes donation or gifting people “We Care for You” serries product after the end of the phase A place where can scroll everyone’s post When user chose to redeem for clothes donation to CSR event User have to log into UNIQLO account or Sign Up to a new account in order to post their stories. Every post can be clicked into it and see what’s the story of them showing empathy. A share button can be used as well. When user chose to redeem for gifting people “We Care for You” series product, they can click onto it to redeem After create or log into the account 33
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35 02 DIGITAL MEDIA : SOCIAL MEDIA CAMPAIGN To start off this campaign, UNIQLO will be using Instagram as a social media platform, announcing the new “We Care for You” campaign and making people to know and join the campaign. Instagram is chosen because it is great for boosting brand awareness with visuals. The aim of the social media campaign is to reach to wider audience. By catching people’s attention, making them understand the new “We Care for You” campaign and to download UNIQLO MY app. In addition, UNIQLO will be choosing an ambassador with famous faces, to promote the event. Most importantly, celebrity who have the image of showing empathy, by doing charity and donate money to the society. The chosen ambassador will be sharing stories of how they showed their empathy and caring to society, and what have they contribute to the people. TAYLOR SWIFT We Care for You ambassador The chosen ambassador for the “We Care for You” campaign is Taylor Swift. Taylor Swift is a famous American pop and country singer. She is a top-selling digital artist in music history. By owning multi-Grammy award-winning American singer/songwriter who, in 2010 at the age of 20, became the youngest artist in history to win the Grammy Award for Album of the Year. In 2011 Swift was named Billboard’s Woman of the Year. [IMDb, (n.d.)] Now, she currently having 251M of followers on Instagram account. Which can contribute to a high exposure for the new campaign using Instagram Taylor Swift is chosen because she is loved by many people in different ages. For example, most of Swift’s fans (41%) are in the 18- to 24-year-old Gen Z group. 78% are in the larger 18–34 age group. Below we can also see the age and gender breakdown of her fanbase. Overall, most of Swift’s social media following is female (61.5%). Interestingly, the older the fanbase is, the higher the percentage of male followers (it’s equal in the 35–44 age group). [Viberate Analytics, (n.d)] Other than that, she is well known as a kind-hearted celebrity who did lots of charity. One of the stories of her helping the society, showing caring and empathy is in 2020, Taylor Swift helps people worldwide by participating in a benefit concert One World: Together At Home. People around the globe watched this virtual concert and it received donations for the COVID-19 Solidarity Response Fund. Throughout the first year, the fund raised $243 million. Taylor Swift also landed in first place on the DoSomething “Gone Good” list for 2015, which recognizes contributions to charity from well-known people, according to Money Inc. Taylor Swift helps people worldwide by using her platform to raise awareness and inspire fans to donate to different charities and organizations. It goes to show how one voice can make a big difference in the world. [Borgen, (2023)] 35
36 SOCIAL MEDIA CAMPAIGN STRATEGIES In the social media campaign, 3 strategies will be use to promote the campaign and to ask people download the UNIQLO app: I. A series of post about “We Care for You” campaign including the app II. #WECAREFOR_YOU posting hashtag III. Instagram stories sticker design I. A SERIES OF POST OF “WE CARE FOR YOU” CAMPAIGN A few posts will be upload on UNIQLO Instagram account. The posts will be posting 1 month before the campaign start. Teaser of the campaign, key visual of campaign, mascot of the campaign, showing Taylor Swift as an ambassador of UNIQLO “We Care for You” campaign. Next, showing the message about the new campaign. Then also promoting the campaign and UNIQLO app. For people who interested joining the campaign and wanted more info of the campaign, a call-toaction of: “Download UNIQLO app now” will be added into the post. The schedule of posting for row 1 to row 3 will be upload 3 posts in a day, the gap for each line will be 3 days. Firstly, during the first week, first line of 3 posts about “Stay Tuned” will be upload all in a day. The second row 3 posts about “We Care for You” key visual will be upload all in a day. After the second line, third row of of 3 posts about “I’m Carey” will be upload all in a day. Starting the fourth line, each of the post will be uploading day by day. The post about the campaign ambassador Taylor Swift, followed by Be A UNIQLO APP Member Today, UNIQLO APP New feature (call-to-action for people to download). Next, a reel that shot by Taylor Swift promoting the campaign and sharing her stories of doing charity and how she showed her empathy and caring to the society. This reel will be posted by Taylor Swift herself and tagging @UNIQLOMYOFFICIAL account, so the reel will show on UNIQLO Instagram account as well. Then a post of call-to-action to download UNIQLO app and the “We Care” post will be posting together in a day, one of it will be showing the new “We Care” section interface, inside have 4 picture posts can be scroll, let people to get an idea about what it is. The fifth line will be posting day by day as well and it is about the teaser of new series of product will be launched for this campaign.
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38 II. #WECAREFORYOU_UNIQLO III. INSTAGRAM STORIES STICKER DESIGN #WECAREFORYOU_UNIQLO: is a hashtag for people to share their picture and stories (experience) of them showing empathy and caring to Instagram. By sharing about the story of people showing empathy, people will feel relatable in terms of having the same believe and value. Furthermore, grabbing people’s attention with the shared stories because it involves with emotions, which making the higher chance for people to recognise and join the campaign. Some of the best stories (experience) will be picked and post on UNIQLO app. To check out more stories, people can download the UNIQLO app. A new posting section, called “Carey’s Sharing” will be added because of the campaign. I dea come from the celebrating of Chinese New Year stickers that Instagram had been doing for past few years. When an Instagram user post a story with the created Carey stickers, their photos and videos will be added to a collective shared story at the top of your Stories tray together with people they followed. The stickers can be use for anybody and the more people use the more exposure of the campaign. After uploading the Instagram story that include the Carey sticker, people able tot tap the sticker and it will lead to the UNIQLO Instagram with a series of “We Care for You” campaign post. When there are lots of people using the sticker, it will make people curious about the origin of the sticker, UNIQLO is able to get a chance to reach the audience, make them know and understand the campaign, as well as the campaign message of showing empathy and caring among the society. A newly added Carey sticker designs (3) for Instagram stories. Chose the Carey’s sticker to be put on Instagram story Able to visit UNIQLO instagram by clicking the Carey sticker
39 I. ELEVATOR DESIGN 03 PRINT MEDIA : ELEVATOR AND CLOTHING TAG Two main printed media will be used throughout the campaign. UNIQLO is one of the biggest fast retailing companies which mostly located inside shopping malls. The design is simple which reflects to UNIQLO. Including the white and red colour. “Warm Hugs” and “Caring Heart” design visuals from Carey’s hand paired with the tagline “WE CARE FOR YOU,” shows the message of UNIQLO is caring about people. When people go inside the elevator, it will be Carey hugging the people and loving them to the most. This is the message that UNIQLO wants to bring out. The call-to-action of downloading the UNIQLO MY app is part of the design inside the elevator and the location of UNIQLO in the shopping mall will be stated as well. New features that cares about you! DOWNLOAD THE UNIQLO APP NOW! Visit Us at NEW WING Level G102 & F102 WE CARE FOR YOU Inside elevator view Design 1: Warm Hugs (closed) Design 1: Warm Hugs (open) Design 2: Caring Heart (open) Design 2: Caring Heart (close) Design visuals of inside Elevator (left) Design visuals of inside Elevator (right) DOWNLOAD THE UNUQLO APP NOW! WE CARE FOR Y New OU features that cares about you! VisitUsatNEW WING LevelG102,LevelF102
40 II. CLOTHING TAG DESIGN UNIQLO sells stylish and comfortable clothes for people. Clothing tag is a must for the company. The design is made as a caring message and a reminder for people to always care about themselves and also other people. Usually, clothing tag will be throwed away once we bought the item. But this clothing tag serve the purpose of reusing, either keeping as our own or giving to people that you most care about. It acts like a gift card, showing how much you care about them. 40
41 04 ROADSHOW EVENT The roadshow event will be conduct after releasing for the “We Care for You” series for a month. The roadshow will bring UNIQLO to the whole Malaysia phase by phase using a small truck. The first phase will be running for 3 months and will be focus on the city such as in KL and Selangor, by having the roadshow truck placing at the shopping mall that does not own UNIQLO store. Second phase will be widening the area to other states such as Johor and Penang. Third phase will be Perak, Negeri Sembilan, Malacca, Perlis, and Kedah. Fourth phase will be adding the area to the rest of the states in West Malaysia. Fifth phase will be doing in Sabah and Sarawak. Inside the truck will be having the stock for series of “We Care for You” products, and some newest collection from UNIQLO will be display. Because the truck will not as big as an in-store, so several tablet will be placed and provided for people to purchase UNIQLO apparel online. Some staff will be there to help in terms of the app using, helping to choose the right size for the customers and ready to solve the problems that people who will ask. At the tablet, the UNIQLO MY app is installed but an account will be needed to register for people who is new to UNIQLO MY. UNIQLO MY app provides shipping service so when someone willing to purchase the apparel which doesn’t have in the roadshow truck, they can choose to purchase with UNIQLO MY app. The roadshow event is able to promote the campaign to every part of Malaysia. Showing empathy and taking care of people is not just looking after people who can reach UNIQLO. For people who didn’t get the chance to reach UNIQLO, we will bring UNIQLO to them. Shows that we actually care for everyone no matter where you came from.
42 05 CSR EVENT: ROUND-UP CHARITY This CSR Event is collaborating with local NGO MyCARE. By raising funds from the help of the consumers and UNIQLO MY app users, UNIQLO will be donating it to MyCare. The fund will be used to help people in need such as the flood victim in Malaysia. MyCARE is active in providing humanitarian relief, temporary shelters, rebuilding homes, food pack and education. They do fundraise on different kind of event. For example, the Johor flood, with the goal of raising RM 100,00000. Showing empathy and a caring heart by raising funds, UNIQLO will be having the “Round-Up Charity,” earning points by purchasing UNIQLO products. Due to the price for UNIQLO products always ended with RM 0.90, by using this chance, encourage people to do charity by rounding-up the purchase. Customer will be able to choose to top-up how much for their receipt, from range RM0.10 – RM3.90. Points can be earned with different ways Round-up during purchase, 1 pts / RM0.10 Buy uniqlo product, 100 pts / per item (with Carey clothing tag) Carey’s shake me task, 10-20 pts Buy “We Care for You” series, earned double the points, 200 pts / per item Buy uniqlo product, 50 pts / per item (without Carey clothing tag) Buy “We Care for You” series for someone you care, 150 pts / person WAY 1 WAY 4 WAY 2 WAY 5 WAY 3 WAY 6 42
43 REWARDS Points can be check at the leaderboard in “We C are”, under “Carey’s Sharing” section. The top 3 in the leaderboard will be invited to the UNIQLO “We Care for You” campaign ceremony and become our Carey’s helpers. An honourable mention of the top 3 winners name will be on the UNIQLO website, several UNIQLO coupons and a special Carey’s tote bag as reward and gratitude for the best contributors in the campaign. The campaign points can be redeemed at the leaderboard after three months. Redeemed for donation of UNIQLO clothes to the collaborate charity in CSR event, how many clothes can be donated will depends with the point, for example: 250 points will be donating a set of apparel to 1 person, and so on. The UNIQLO clothes will be distribute by MyCARE for the people who in need, such as flood victims. Redeem by gifting “We Care for You” series product to people you care. UNIQLO will help to deliver the gift that user had chosen and shipped out to their doorstep. UNIQLO apparel donations OPTION 1 OPTION 2 By earning the points and joining the event, user is able to take a step and helping people, showing empathy and care to them. The aim of the campaign will be reached and many people will feel loved. We Care for You series for gifting
44 06 CONCLUSION
45 In conclusion, UNIQLO proposed a new campaign called “We Care for You” due to 3 main issues such as COID-19 pandemic that hits people hard mentally and physically, climate changes and global warming that caused the rate of flash floods increase. From the issues, UNIQLO is taking the chance of showing empathy, caring, and loving people. It is important to care about people’s health in mentally and physically. Furthermore, taking care of the environment as well. The campaign also calling out to people to do their part by taking care themselves and always show love and empathy to the people in need. A campaign mascot “Carey” was created and an ambassador, Taylor Swift was chosen of UNIQLO “We Care for You” campaign. The visual of this campaign will be using Carey and simple design with red and white colour palette. During the campaign, the marketing strategies include, digital media with UNIQLO app a newly added “We Care” section and new features. Using Instagram to conduct a social media campaign which people share stories of showing empathy and caring on Instagram. Then posting a series of post on Instagram about the campaign event. Furthermore, chosen print media will be the elevator advertisement and clothing tag. A CSR Event which named the “Round-Up Charity,” raising funds and collecting points, which people have to download UNIQLO My app in order to join the campaign and get the points. The points can be redeemed at the end of each phase and top 3 from the leaderboard will be invited to the “We Care for You” ceremony, gratitude and appreciation will be given to the winners as well. Lastly the roadshow event which brings the campaign to every part of Malaysia phase by phase. In conclusion, UNIQLO will be benefit with a good impression, having a strong brand image, following the philosophy of “Life Wear: Made for All” which shows UNIQLO thinks about the consumers, boost in sales, getting new people to experience in UNIQLO and promoting the UNIQLO app, increase the usage of the app and expose to the people who does not own the app. By conducting the“We Care for You” campaign, UNIQLO is able to create the awareness of showing empathy and care for others mentally and physically, as well as the environment. CONCLUSION
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