Japanese-based casual wear retailer Uniqlo enlisted 650 employees from its stores worldwide to act as models in its ads. The Uniqlo Jump Web site features a slideshow that is fun, but borderline seizure-inducing. It shows employees from the retailer’s stores in five countries (Japan, U.S., U.K., South Korea, and China). The pictures are full of energy, mostly with the sales staff jumping in the air, and certainly having fun.
The campaign then extends to consumer-generated, or in this case employee-generated media including a blog on Hatena, photos on Flickr, and a collection of videos on YouTube featuring similar slideshow footage from each of Uniqlo’s locations and other mash-ups. The Jump Web site also has map to locate each store. Uniqlo is using its staff’s energy to sell its clothing, and sees recruitment as a secondary goal of the campaign.
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