This document summarizes an internship presentation about creating a digital experience for the clothing brand UNIQLO. It discusses developing a mobile app called #UNICALC that would use numbers in an entertaining way to engage customers between purchases and keep the brand top of mind. The presentation outlines UNIQLO's brand personality and principles, the concept and features of the #UNICALC app, a marketing strategy to promote it, and projections for app installs and social media engagement. The goal is to establish UNIQLO more strongly as a lifestyle brand through a playful, social mobile experience centered around the universal theme of numbers.

1. Internship presentation
8/20/13
Hannah Thornby, Jianna Lieberman, Kayla Krauthamer,
Jessica Heiges, Keeyan Ghazanfarpour & Adwait Kulkarni.

2. Who is UNIQLO
The Assignment
The Concept
Marketing
Projections & Goals
Summary
Contents

3. WHO IS UNIQLO?

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Broad Strokes
Japanese casual wear
designer, manufacturer
and retailer.
Founded in 1984.
Currently employs over
30,000 people and has
over 1,100 stores, 793 of
which are in Japan.
4th largest clothing brand
in the world.

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UNIQLO Principles
Uniqlo is the elements of style.
Uniqlo is a toolbox for living.
Uniqlo is clothes that suit your values.
Uniqlo is how the future dresses.
Uniqlo is beauty in hyperpracticality.
Uniqlo is clothing in the absolute.
UNIQLO is “Made for All”

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What is LifeWear?
Part of UNIQLO’s new
re-branding effort.
Focus is on best
materials and
technology, rather
than on trends.
Fun, functional, and
stylized.
The right clothes for
whatever you want to do.

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The UNIQLO Personality:
Get Quirky

8. KEY TAKEAWAY
UNIQLO is more than a clothing company.
It’s a lifestyle, with a distinct personality.

9. THE ASSIGNMENT
Create a digital experience to keep
consumers invested in UNIQLO as a
brand, using the principles of LifeWear.

10. THE PROBLEM
To keep a basic wear clothing company top of
mind in between apparel purchases, using a digital
experience with UNIQLO’s distinct personality.

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The Audience
Tasked with creating a digital UNIQLO experience, these are the top five
characteristics we like about UNIQLO’s digital audience and wish to talk to:
They’re digital. They care about the future, and the newest tech.
They’re mobile. They want a brand that can move with them.
They’re social. They share, connect, and communicate.
They’re smart. They want good quality for a good price.
They’re curious. They love to play, explore, and be entertained.

12. 12 08/20/13
The Platform: Mobile
Today there are 172 million
smartphones in the US.
Smartphone users share
more, connect more,
communicate more.
73% would opt to download
a free app associated with a
brand over a non-branded
paid app.
81% would seek out further
interaction with the brand as
a result.
http://www.fourthsource.com/general/key-branded-content-trends-for-2012-7410
73%
81%
Prefer branded app
to non-branded
Seek out further
interaction with brand
after download

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Utility > Shopping
UNIQLO is focused on real relationships with customers and creating
technologies their customers can use every day to bridge the gap
between apparel purchases.
Technology Sales
Experience
& Time with
Brand

14. THE CONCEPT: #UNICALC

15. 15 08/20/13
#UNICALC: The Idea
UNICALC is a product and a campaign designed around the
universal language of numbers. Numbers are:
Universal. They span generations, cultures, & countries.
Flexible. Numbers can represent anything – the possibilites are infinite.
Playful. They can teach, play, & intrigue.
Useful. We think this is self-explanatory.

16. THE PRODUCT: UNICALC

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#UNICALC: The Product.

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#UNICALC: The Product.

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#UNICALC: The Product.

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#UNICALC: The Product.

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#UNICALC: The Product.

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#UNICALC: The Product.

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#UNICALC: The Product.

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#UNICALC: The Product.

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#UNICALC: The Product.

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#UNICALC: The Product.

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#UNICALC: The Product.

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#UNICALC: The Product.

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#UNICALC: The Product.

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#UNICALC: The Product.

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#UNICALC: The Product.

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#UNICALC: The Product.

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#UNICALC: The Ecosystem.
UNIQLO Calendar
UNIQLOCK UNIQLO Wake Up
UNIQLOOKS
UNICALC

34. MARKETING: #UNICALC

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Product Map: Calculators
Serious
Functional
Hexflasher
scientific calc
Handy calc
Standard
phone calc
Kitten calc
LifeSpan Calc
Love Calc
UNICALC
PCalc lite
Frivolous
Entertaining

36. 36 08/20/13
Campaign Objective: Drive awareness and better establish UNIQLO as a
lifestyle brand that should be kept top of mind
Target: Digital, mobile, social, smart, and curious
Media Strategy: Create new consumer experience through functional app
and drive engagement via promotion campaign and UGC opportunity
Owned: Utilize UNIQLO’s existing digital audience
Paid: sponsored posts, tweets, etc.
Earned: Encourage sharing and offer opportunity for UGC
Marketing Plan Summary

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Marketing Timeline
1st Stage: Organic + Paid 2nd Stage: Organic + Paid 3rd Stage: Organic + Earned
Precampaign Launch Launch Day After Launch
Month-long number video/picture
challenge where fans can share
UNICALC-related content on
UNIQLO Facebook and Twitter
to win prizes.
Example: ”Take a picture of your 3
favorite things to pack on a picnic”
Paid media to promote launch
Example: Three tweets the
morning of launch, paid Twitter
campaign goes out, Facebook
campaign launches with promoted
number-related posts
UGC occurs organically and is
regularly added to the app’s library.
UNICALC is promoted on UNIQLO’s
website and other social pages.

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Organic
An organic campaign will reach UNIQLO’S pre-established
digital audience spanning a number of Facebook and Twitter
accounts with over 1,000,000 combined total fans.
“Numbers mean something to everybody. 1984 is our birth year. $12.90 buys
an AIRism tee. 69 is the most hot dogs any person has eaten at one time.
Share with us your stories about numbers. Tag #UNICALC and we might just
feature them in our new app.”
Facebook. Three targeted posts a day
Twitter. Three organic tweets per day

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Paid
Twitter
$60,000 budget – 3 promoted tweets per day for 7 days
Promoted tweets target users who follow UNIQLO, similar accounts,
or who have followers that follow UNIQLO
Goal: 100,000 engagements
Facebook
$40,000 budget – 2 sponsored posts a day for 7 days
Promoted tweets target users who follow UNIQLO, similar accounts,
or who have friends that follow UNIQLO
Goal: 50,000 engagements

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Earned
We’ll encourage the conversation and invite people to both
download and share how they used #UNICALC.

41. PROJECTIONS & GOALS

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KPIs
A few of the ways we can measure the success of the #UNICALC
campaign across platforms:
App installs: 500,000 in its first month
Time spent with app: Frequent and continued
Social engagement: Hashtag use & interaction in retweets,
likes, and replies

43. 43 08/20/13
Future of App
Only 20% of people return to their free app after downloading it. Only
5% of those who return continue to use it after 30 days. How we will
combat this behavior:
New content: Both from user submissions and generated by UNIQLO
Push notifications: Keep the app top of mind
Contests: Continue to promote contests using app across platforms
http://techcrunch.com/2009/02/19/pinch-media-data-shows-the-average-shelf-life-of-an-iphone-app-is-less-than-30-days/

44. SUMMARY

45. #UNICALC IS digital.

46. #UNICALC IS a functional product that assists
with the everyday.

47. #UNICALC IS a mobile campaign designed to
be social and shareable.

48. #UNICALC IS a way to make numbers
entertaining for everyone.

49. #UNICALC IS made for all.

50. #THANKS!