Uniqlo boosts user-generated content with online video challenge

Uniqlo customers have an opportunity for deeper engagement with the brand and play a part in the clothing retailer’s marketing activity, as part of a new challenge starting this week.

From 25 June, consumers will be able to upload a video of themselves wearing a new Uniqlo fashion range, with the chance of their production appearing on digital screens located within the retailer’s global stores.

The online video marketing challenge will take place in partnership with short-form mobile video company, Tiktok, the provider of an the app on which participants are encouraged to upload their efforts.

Dubbed #UTPlayYourWorld, the competition can be accessed by Tiktok users in the US, France, Japan and Taiwan, who are requested to upload videos of themselves wearing their favourite Uniqlo UT outfit. UT is Uniqlo’s special collection of Graphic T-shirts matching current styles with pop culture influences.

The in-app challenge lasts until 11 July, and the winning entries will be announced between 12-19 July. The competition plays on the modern consumer’s interest in selfies and online self-expression, while also giving the participating retailer an opportunity to create free user-generated content to aid its own marketing efforts.

Masaki Nishida, vice president and head of monetisation at TikTok Japan, commented: "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 continuously supporting the global creative community in the future."

To be eligible for the competition, creators need to wear UT shirts sold at Uniqlo stores or the Fast Retailing-owned company’s eCommerce website during the 2019 spring/summer season, which have been available since January. They then must select the music "#UTPlayYourWorld", film the video, and post in the app using the same hashtag.

Earlier this month, luxury fashion brand Burberry launched an account with TikTok to coincide with its forthcoming Thomas Burberry Monogram collection.

As part of the collaboration, TikTok launched the #TBChallenge, inviting users in the US and the UK to upload videos of them recreating the new Thomas Burberry Monogram motif.