Uniqlo jumps on TikTok platform to promote #UTPlayYourWorld campaign

Uniqlo has partnered  TikTok to launch the #UTPlayYourWorld in-app challenge, the first global marketing campaign by the two companies. The challenge running from 25 June to 11 July invites users to share their creative, authentic and inspiring “UT moments” while wearing their favourite UNIQLO UT outfit, according to the press release.

UT is UNIQLO’s collection of graphic T-shirts inspired by pop culture influences. The campaign is said to channel the UT brand’s philosophy of self-expression, and tagline “Wear Your World”. Leveraging TikTok’s immersive and interactive content experience, Uniqlo aims to build an affinity with a wide range of audiences. The #UTPlayYourWorld campaign is a first-of-its-kind to engage a “new and influential generation of consumers” through the form of attention-grabbing, vertical user-generated content, said the press release.

Masaki Nishida, VP and head of monetisation, TikTok Japan added: “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.”

Marketing has reached out to UNIQLO for more comments.

To be eligible, participants will have to select the music #UTPlayYourWorld and film the video on TikTok. They will also have to post the video the hashtag #UTPlayYourWorld and follow UNIQLO official TikTok account. As part of the campaign, winning TikTok creators in the United States, France, Japan, and Taiwan stand a chance to have their videos played on monitors in UNIQLO stores around the world. The final winners will be announced between 12 July 12 and 19 July.

Uniqlo has rolled out numerous crossover editions with artists, cartoon characters, and many other renowned brands throughout the years under the UT brand. Earlier in April, UNIQLO decked out selected trains on the East-West and North-South lines in graphics to promote its 2019 spring/summer UT collection. Commuters stood a chance to win a T-shirt by voting for their favourite UT content via the QR code found on hanger tags on board those MRT trains.