Uniqlo – creative campaign on Pinterest

Uniqlo, (“unique clothes”) the Japanese clothing retailer and the New York based digital agency Firstborn took over Pinterest to create a scrolling animation and promote its new Dry Mesh t-shirt range. This creative campaign caught the attention of the wider web, so I just couldn’t help writing something about it too. It was crazy and funny and some say even a little spammy! Personally, I admire their work and I’m glad that so many people responded positively to this campaign and there were only a few haters that found it „spammy”. Dan LaCivita, president of Firstborn, declared in a phone interview „To be honest, I thought there were going to be more negative reactions. Some people are saying we hacked Pinterest, but we didn’t change or alter their system.”

You may wonder....How did they do it? They used hundred different accounts on Pinterest to pin Uniqlo images simultaneously and create an animation-like effect. As they realized there was no limitation on the lenght of a image a user can post on Pinterest they used the power of Pinterest’s scrolling to create colorful mosaics and promote their new Dry Mesh t-shirts. The images were posted in specific Pinterest categories – women’s apparel, men’s apparel, geek, fitness and sports, reaching their target audience. They found a new way to advertise and they made a pretty good job.

 

The Japanese retailer Uniqlo is known for its creative digital work and I think we all agree that they earned their popularity with their really innovative campaigns. (In 2010 Uniqlo ran the Lucky Counter Twitter campaign reducing the price of clothing when they were tweeted about. This campaign ran while its website was down. Turning a negative situation into a pretty cool promoting idea it’s really clever, don’t you think?)

Check out this video about the Dry Mesh campaign and let me know how you feel about it! Do you think it’s really creative or rather spammy? 

Landing page analysis

We recently talked about the importance of page titles and I even gave you some tips on how to create clickable titles. Today we’re going to SEO chat about something just as important as page titles (for you and your visitors) - the landing page.

Every time someone goes online and visits your website, that first page they are directed to is the landing page. If your landing page provides high quality content and it’s offering a solution for your reader’s problem/concern, than it’s very likely that he will continue to stay on your website and explore it.

It now becomes clear that landing pages are responsible for the success or failure of a website, so how are yours? Are they easy to read? Do they load fast enough? Are they providing your readers with the content they need? The key to creating great landing pages is definitely page analysis, and a lot of it.  If you want to understand what your visitors are looking for and if you strive to get drive traffic to your website, than landing page analysis is definitely a must. You may need to make some changes to your page’s layout or to some segments of text, as long as you find the issue and fix it, you’ll soon have great landing pages that really engage your readers. 

Website owners and webmasters are always interested in growing their site’s performance, but we all know that they can’t control landing page content. On the other side, you could consider doing a complete landing page audit. Here’s what you should check:

·         Do you provide contact information? Your contact details or even a contact form should be easy-to-find on every page of your website.

·         Does your website loads fast? Make sure it loads as fast as possible (no more than 3-4 seconds).

·         Is your content optimized for a pleasant online reading experience? We all know that online readers might find it difficult to read every line from along text, so don’t write more than 3-5 paragraphs and also use bullets whenever you can.

·         Did you test it? Testing your pages is always the most effective method. The whole process starts with two pages that are running in the same time, the original one and another one that features a minor amendment. Using a special program, your visitors will be split between those pages and as the time passes by, a specific viewing pattern will be formed. Knowing which page converts better, you will have the best chance of improving your website’s performance.

·        Did you check your statistics? Use the power of statistics to find out things that you’ve never been aware of. Information is power! You might discover the root of your problem and then you’ll be able to fix those elements that are undermining your website. 

Always keep in mind that if you want to convert you traffic, you first need to start with your own landing pages. A landing page is the first part of your website that your visitors will see, so do everything you need to improve your landing pages so that both you and your visitors can enjoy it.