Uniqlo, the Japanese label, has created social media history by being the first brand to use Pinterest to engage consumers in a big way. In their social marketing campaign, the label simultaneously pinned a multitude of images to create a beautiful collage of Dry Mesh clothing for users on the social network.
Different series of Uniqlo ‘collages’ were posted in different categories. Users will encounter the mass of images as they scroll through the pin category which they have selected thus animating the collage. The branded content was made possible by Uniqlo registering multiple accounts to post images of its clothing all at once on the social media site.
Social Media Pioneer
Uniqlo has a reputation for its creative and innovative way of using social media to attract the attention of consumers. It was one of the first retailers to create their iPhone app in 2008, and was also one of the first to use Facebook-integrated sites to engage online citizens. Staying true to its renown of a social adept, this particular campaign was also the very first time a branded campaign has been run on Pinterest.
The campaign was targeted at promoting the Uniqlo Dry Mesh t-shirts.