Japanese clothing brand Uniqlo has run a Pinterest campaign aimed at catching user’s interest on popular channels of the social media pinboard.
The “Uniqlo Dry Mesh Project,” was a simultaneous pinning event that created the effect of animated images on Pinterest as pages where updated.
A series of branded mosaics were posted simultaneously on Pinterest across multiple categories (such as “Geek”). As users scroll through their favorites they encounter the giant blocks of images that coalesce into a larger, branded mosaic that appeared to animate on scrolling down. Images of Dry Mesh T-shirts created the mosaics.
The move marks the first timke Pinterest has been used to promote a brand and specific product this way, and iterates how social media and brands can work in tandem to broaden audience reach and engage users to dive deeper into exploring the site.
Unqlo and its agency, Firstborn, created 100 separate shell accounts on Pinterest that were switched over to Unqlo-branded accounts (such as unqdm23, uniqdm25 and unqdm29) to create a single eye-catching, “animated” stream as they pinned specific items in a choreographed sequence of mass-pinning.
The giant branded mosaics can be seen by Pinterest users whether followers of the Uniqlo brand page on Pinterest or not.
The Uniqlo Dry Mesh Project focused on five categories on Pinterest (Men’s Apparel, Women’s Apparel, Geek, Fitness and Sports), the brand’s appeal to an active, on-the-go lifestyle; and their future vision of “the ultimate functional wear.”