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?
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