Uniqlo is set to launch an interactive marketing campaign in partnership with short-form video giant TikTok encouraging users to show off their Uniqlo outfits.
Its new #UTPlayYourWorld campaign, launching on June 25, will invite Uniqlo shoppers from around the world to upload videos of themselves wearing the fashion retailer’s UT range.
Submissions will be accepted until July 11 and the winning videos will be played on monitors in Uniqlo stores across its entire global store estate.
Uniqlo’s UT range is a collection of graphic t-shirts which feature images of pop-culture icons, cartoon characters as well as collaborations with numerous brands and artists, spanning numerous editions over a number of years.
“TikTok empowers everyone to be a creator directly from their smartphones and is committed to building a community by encouraging users to share their passion and creative expression through their videos,” TikTok’s head of monetisation and vice president Masaki Nishida said.
“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.”
The winners will be announced between July 12 and July 19.