Uniqlo Content Pillar

Content Pillar Action Plan

C a m p a i g n Theme
Audience Targeting
Content Pillars
Content Phasing
Visualization References

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C a m p a i g n Theme

"Comfy Out Fit In 2022"

Messages t o o u r Target Audiences: Resulted w i t h these 2 n e w h a s h t a g s :
to e n c o ur age individuals to f e l l c o m f y a n d p r o u d of #AimComfyWithUniqlo
w h o you are a n d don't give in to society pressure.
#BeComfyBeConfident

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Audience Targeting
Men, Single, 18-28 y / o

Interests: Beha vio r: Demograph y:

Social Media Online Shoppers Urban People
Cafes Digital Savvy College Students, Working
Conc ert Hangout with Friends Experience Level; Intern;
J a p anes e Pop Culture Outdoor Activities Entry Level; Associate
J a p anes e Culinary Influenced b y KOL IDR 1-3M Monthly spent

Women, Married, 2 5 - 3 4 y / o
Behavior: Demograph y:
Interests: Urban People
High Mobility
Family
Seeking Value for Money Entrepreneur, Working
Pa ren ting
Productive Experience Level; M i d -
Discounts or Promos
Spending m o s t of their Senior Level; Director;
Viral Contents
t i m e for working Executive
C o m f or t with Clothings Simplicity a n d Efficiency >IDR 3M Monthly Spent

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Content Pillars
Product Knowledge
15%
E n g a g e m e n t C o n t e n t s 40%
E d u c a t i v e C o n t e n t s 30%
Engagement
40% P r o m o t i o n s 15%
Promotions
15% P r o d u c t K n o w l e d g e 15%

Designing content pillars th at focused on e n g a g e m e n t with

audi ences is the way to reac h our business goal, m ark eting
g o a l a n d social m e d i a goals.

Educative
30%

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Content Phasing
L a u n c h C a m p a i g n Teaser

Agustus P r o duc t K n o w l e d g e
Share t h e n e w s t o c k s p r o d u c t + Engage
Week 1 w i t h a u d i e n c e b y a s k i n g "W hat's y o u r
2022 + Engagement
Uniqlo's OOTD?"

Share e d u c a t i v e c o n t e n t s a b o u t
E d u c at i ve C o n t e n t s m e n / w o m e n a n x i e t y + Engage w i t h
Week 2
+ Engagement audience using quiz a n d challenge to
s h a r e c o u p o n g i f t for t h e w i n n er s

Share a n o t h e r e d u c a t i v e c o n t e n t s a b o u t
E d u c at i ve C o n t e n t s h o w t o g a i n c o n f ide nce for m e n / w o m e n +
Week 3
+ Engagement c o l l a b w i t h KOL t o t a l k a b o u t
"Conf idence a n d Comfy"

P r o m o t i ons + KOL A n n o u n c e t h e q u i z a n d c h a l l e n g e w i n n er s
W ee k 4 Reviews + Give a n o t h e r p r o d u c t s p r o m o t i o n

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Sept 2022 Share t h e n e w s t o c k s p r o d u c t + Engage
P r o duc t K n o w l e d g e
Week 1 w i t h a u d i e n c e b y a s k i n g "W hat's y o u r
+ Engagement
O u tf i t w h e n d a t i n g w i t h ? "

Share e d u c a t i v e c o n t e n t s a b o u t Being a
E d u c at i ve C o n t e n t s Mother a n d w o m e n + Create a p o l l
Week 2
+ Engagement w h i c h d a i l y f a s h i o n s t yl e t h a t
a u d i e n c es prefer m o s t

Share a n o t h e r e d u c a t i v e c o n t e n t s a b o u t
E d u c at i ve C o n t e n t s japanese culture + collab w i t h Hiroaki
Week 3
+ Engagement K a t o t o t a l k a b o u t " J a p a n Fas hion
C u l ture"

P r o m o t i ons + G i v e a w a y + Share t o t h e a u d i e n c e w h a t ' s

W ee k 4 Engagement i n s i d e U n i qlo I n d o n e s i a

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O c t 2022 Share t h e n e w s t o c k s p r o d u c t + Engage
P r o duc t K n o w l e d g e wi t h audience b y create a challenge wi t h
Week 1
+ Engagement doorprizes a t t h e e n d of t h e m o n t h for t h e
winner

E d u cat ive c o n t e n t a b o u t m i x n m a t c h
E d u c at i ve C o n t e n t s s t yl e t o g e t m o r e c o n f i d e n t + Choose 1-3
Week 2
+ Engagement a u d i e n c es w i t h g r e a t o u t f i t s t yl e t o s h a r e
h o w t h e y c hoos e t h e outf it.

E d u c at i ve c o n t e n t a b o u t " t h e a r t of n o t
E d u c at i ve C o n t e n t s
Week 3 g i v i n g a f * c k " + C o l l a b w i t h KOL t o t a l k
+ Engagement
a b o u t f a s h i on t r e n d s i n Q1 2022

P r o m o t i ons + KOL A n n o u n c e m e n t s of t h e c h a l l e n g e w i n n er s
W ee k 4 Reviews + P r o duc t s ale

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Visualization References
E n g a g e m e n t (40%)
Challenges, Quizzes, Interactive talk with KOL a n d Expert
Lo T i m Ya n g M a n a ?
Sharing Session.

Tuesday (11 AM & 4 PM) A. B

Saturday (11 AM & 4 PM) K a o s Polo K a o s Polos

Educ at ive C o n t e n t (30%)

Educative contents related to Men a n d m a t c h e d to TETAP AKTIF DAN
our c a m p a i g n m es sages a n d why we're raising this PRODUKTIF!

awareness

Wednesday (11 A M ) Pria yang tidak aktif lebih

berisiko menderita Depresi
Sunday (11 PM)

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Visualization References
Products K n o w l e d g e (15%)
New Stock, Real p h otos of Product, outfit of the d a y

Sunday ( 5 PM)

P r o m o t i o ns (15%)
Discounts, Prom o offers, Giveaways

Sunday ( 7 PM)

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 Group 3 A

Thank You
Bryan Lafredo 01045210092
• E m Yo p i k 0 1 0 4 5 2 1 0 0 8 8
• Jeremy Eugene 01045210089
• Shopia Laila 01045210089
• Andri Hasandi 01045210106
• Erik Pratama 01045210089