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UNIQLO Storms Pinterest

UNIQLO wanted to increase awareness of their Dry Mesh T-Shirts, part of the new UNIQLO Innovation Project (UIP). Firstborn had to do something big for the Japanese brand to stand out from the chaos of online fashion and social media. To promote "the ultimate functional wear" that keeps you cool and dry while exercising, Firstborn created the first-ever branded mosaics on Pinterest. Extensive R&D ensured the images would appear in one group. To evade Pinterest’s detection algorithms, Firstborn set up over 100 shell accounts ahead of the launch. A group of Firstborn employees simultaneously pinned pre-selected images to successfully free users from the monotony of Pinterest scrolling. With a strong team effort, the UNIQLO Dry Mesh Project on Pinterest brought attention to the new product with an experience as unique as the actual shirts.


Advertiser: UNIQLO

Brand: Dry Mesh

Creative Agency

Creative Agency: Firstborn

Category: Clothing/fashion, Day/night wear

Genre: Digital, Experiential, Strategy/Insight