|Title||HYPER-LOCAL ACTIVATION: community involvement and grand openings|
|Campaign||UNIQLO US Grand Openings|
|Story|| The Challenge|
Japanese fashion retailer UNIQLO reached out to Mitchell to help drive awareness and community involvement to support major brand milestones and grand openings in the U.S. The brand has experienced success online but struggled with driving U.S. consumer engagement and brand recognition in their key target markets.
Mitchell developed a game plan aimed at impact – from driving organic content to social channels, to increasing sales and amplifying word-of-mouth testimonials in each city we targeted. We worked hand-in-hand with the marketing, PR and social media teams at UNIQLO to create local partnerships. Examining each market from a cultural lens, we sourced and aligned with local influencers and small businesses to build UNIQLO’s “street cred.”
New York – We launched a 10-year anniversary in SoHo celebration for 750 guests, a mixture of VIPs, media, influencers, and consumers. We had social media content and promotion created for the brand via local influencers and artists.
Denver – Mitchell assisted in creating a pre-opening local fashion show, a “locals only” corner in the store and engaging consumers by spearheading partnerships with tourism and regional business affiliates. Denver Nuggets players such as Kenneth Faried attended the grand opening and created social content.
DC and Boston – Mitchell teamed up with local influencers for social media amplification. Local Parkour artist Dylan Polin visited the store a day early to perform stunts captured on Instagram, building excitement for the store opening.
|Result|| -Increased brand awareness and visibility on a local level, over 2 million social media impressions|
-Secured 1500+ attendees to UNIQLO’s store openings and activations over a course of 5 months
-Built the activation framework for UNIQLO to implement at every store opening
|Media Type||Case Study|