For the first time on TikTok, UNIQLO launched a first-of-its-kind multi-market brand campaign called #UTPlayYourWorld in 2019. Together with TikTok, the hashtag challenge aimed to engage as many users as possible by sharing creative and inspiring moments wearing their favourite UNIQLO UT collection outfit.
The global apparel brand rolled out the in-app challenge on 25th June. By the time, it was available to TikTokers in the US, France, Japan and Taiwan until 11th July. Winners stood a chance to win the Grand Prix as a result, and have their videos played on UNIQLO stores worldwide as well.
Eventually, the campaign reached 709.8 million views with popular TikTok users joining in. For instance, here are some known TikTokers in the US and Japan who took part in case you missed it last year.
Sebastian Bails (US) – 10.5 million followers
@sebastianbailsconfidence is key ❤️👌🏻 ##UTPlayYourWorld ##PR♬ #UTPlayYourWorld – UNIQLO UT
OurFire (Japan) – 5.7 million followers
@ourfirewe went to a whole new world 🥳🎡##UTPlayYourWorld ##PR ##ad♬ #UTPlayYourWorld – UNIQLO UT
TJ Black (US) – 4.5 million followers
@cloudtalkEveryone’s been doing clown season but how do we feel about robot mimes? 👀 ##UTPlayYourWorld ##ad♬ #UTPlayYourWorld – UNIQLO UT
Yua Tsuitsui (Japan) – 361.8k followers
@yuatyyy0118##UTPlayYourWorld ##pr ハルクTシャツでダンシング👾みんなもぜひUTダンスチャレンジしてみて!!! ##ゆあてぃー♬ #UTPlayYourWorld – UNIQLO UT
Tigh-Z Mona (Japan) – 34.6k followers
Why UNIQLO chose TikTok for its UT Collection Campaign?
UNIQLO targeted the young generation of consumers particularly on TikTok for its appeal to their target audience. Coupled with TikTok’s features, it provided users with a chance to express their creativity. Thus, it enabled UNIQLO to build an authentic and diverse connection with a broad audience.
Considering TikTok’s interactive and immersive content experience, the #UTPlayYouWorld campaign has also effectively demonstrated the UNIQLO UT Collection brand philosophy – “Wear Your World”.
Furthermore, UT is UNIQLO’s special collection of graphic t-shirts pop culture icons and influences. Characters like Hello Kitty, Super Mario, Disney Princesses and Villains, superheroes from Marvel, and the upcoming Pokemon collections are some of the prints featured in the UT Collection.
UNIQLO: Connecting with Today’s Generation through TikTok
“TikTok empowers everyone to be a creator directly from their smartphones and is committed to building a community by encouraging users to share their passion and creative expression through their videos. We see a huge opportunity for brands to connect with today’s generation and expand their reach by embracing the native, natural and creative form of content on TikTok. We are excited to support the #UTPlayYourWorld campaign and look forward to [continue] supporting the global creative community in the future,” said Masaki Nishida, VP and Head of Monetization for TikTok Japan, in a PR Newswire article.
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