UNIQLO
CAMPAIGN PLAN
Present by:
DICKY ERLANGGA
Section Barcelona – Team 4
WHERE ARE WE NOW?
UNIQLO
Has 1.3 Million Instagram Followers (72% Female & 28% Male) - @uniqloindonesia
The most dominant age is 18-24 y.o.
Each country has an official Instagram account
To become the best fast-fashion outlet in Indonesia with the title #LifeWear
Good-performed content based on engagement posts is dominated by promotional/offers content & collaboration content
Good-performed content based on views is dominated by promotional/offers content
WHAT ARE WE PLANNING?
Male 18-24 Y.O. who is single – Indonesian
Male 25-34 Y.O. who is married - Indonesian
Next-3-Month Objective:
Increase awareness and engagement at Uniqlo by increasing reach, followers, and engagement rates on Instagram and Tiktok, especially for:
UNIQLO
HOW DO WE GET THERE?
UNIQLO
Key Message
#NewYearWithBetterStyle
New Product
Promo
Period
Timeline
Giving New Year's resolutions to be more stylish by wearing comfortable fashion
AIRism Cotton T-Shirt Oversized Crew Neck Man
Buy 2 Get 1 Free for Selected Items
1 January 2022 – 31 March 2022
January
Timeline
Content
KOL
Giveaways
2022 Men’s Fashion Trends
Micro-Influencer
Comment Based
W1
February
March
W2
W3
W4
W1
W2
W3
W4
W1
W2
W3
W4
Product Teaser
All about AIRism Cotton T-Shirt Oversized Crew Neck Man
Micro-Influencer
Video Based
Macro-Influencer
WHAT ACTION DO WE TAKE TO GET THERE?
UNIQLO
Content Pillars
Social Media Platform
UNIQLO
#NewYearWithBetterStyle Giveaways Detail – Comment Based
Platform:
Instagram (Macro Influencer’s Instagram Account)
Why comment-based?
To interact and engage the audience on the content easily and simply.
Regulations:
WHAT ACTION DO WE TAKE TO GET THERE?
UNIQLO
#NewYearWithBetterStyle Giveaways Detail – Video Based
Platform:
Tiktok Video (mandatory)
Instagrams Reels (optional)
Why video-based?
To get more reach and engage more audiences, on the other hand also get extensive traffic
Regulations:
WHAT ACTION DO WE TAKE TO GET THERE?
UNIQLO
Example/Reference for #NewYearWithBetterStyle Giveaway
Video Based
WHAT ACTION DO WE TAKE TO GET THERE?
UNIQLO
Proposed Budget
WHAT ACTION DO WE TAKE TO GET THERE?
No.
Type
Quantity
Price
Total
1
2
3
4
Macro Influencer
Micro Influencer
Giveaway
Other
4
10
20
-
IDR 10,000,000
IDR 2,000,000
IDR 500,000
IDR 10,000,000
IDR 40,000,000
IDR 20,000,000
IDR 10,000,000
IDR 10,000,000
TOTAL
IDR 80,000,000
*Other: for other purposes such as adding KOL, adding number of giveaways, collaboration, etc
UNIQLO
KPI
ARE WE THERE YET?
Giveaway Participant
Follower Growth
Engagement Rate Growth
100K
25K
+2,5%
From the initial engagement rate
*Until 31 March 2022
Thank You!