Uniqlo Singapore

The Objective

Connecting with the brand's TikTok community to scale up hiring

UNIQLO, a globally recognized retail brand, wanted to capitalize on the brand's existing TikTok following to scale up hiring of retail part-timers in Singapore. The brand's vast community of fans on TikTok presented a unique opportunity to employ a targeted marketing strategy on the platform. The goal was to turn that interest and loyalty into consideration of joining the brand's real-life team. So, the team at UNIQLO Singapore decided to leverage TikTok's native Lead Generation ad solutions to increase the volume of leads and grow their prospects, to scale hiring.

The Solution

Showcasing 'a day in the life' of UNIQLO staff, while driving lead generation

UNIQLO launched a campaign built around point of view (POV)-style In-feed Ads. Videos demonstrated a day in the life of a UNIQLO Retail Associate, highlighting the perks of being a staff member, and even disclosing the hourly rate of pay. The In-Feed Ads format offers brands a chance to place immersive video experiences within users' For You feed, driving brand awareness and consideration woven in-between organic content. Circulating through the UNIQLO TikTok community all throughout December 2022, these creative ads positioned the UNIQLO retail sales floor as a fun and dynamic work environment.

The retail brand showcased to their TikTok community what it's like working at their Singapore stores. At the same time, UNIQLO extended a clear call-to-action to sign up via TikTok Instant Form. TikTok Instant Form is an ad format that allows customers to share their contact information, respond to questions, and schedule appointments, all via the ad. The campaign provided a streamlined user journey, from building interest in retail, to then signing up for part-time opportunities, all happening seamlessly on the platform.

The team at UNIQLO set up two campaigns side-by-side as a test: one campaign used Automatic Targeting, and the other used Broad Audience Targeting. With Automatic Targeting, targeting settings optimized according to the brand's advertising objective (Lead Generation), ad delivery, the content of the ads, past campaign data, and more. Meanwhile with Broad Targeting, the system intuitively found the best-fit users without any pre-defined parameters set by the brand.

The Results

Increasing conversion rates and lowering cost per lead

UNIQLO took a unique approach by leveraging TikTok to scale hiring. Together with the brand's creative use of TikTok solutions, this approach garnered positive responses from users across Singapore. In fact, the campaign achieved an impressive conversion rate of 9.4%. The test UNIQLO set up also provided useful intel on how to optimize for future campaigns.

The Automatic Targeting campaign achieved a 12% decrease in cost per lead, while the volume of leads went up by 14%, compared to the Broad Audience Targeting campaign. The Automatic Targeting solution also drove a considerably higher conversion rate and clickthrough rate. Overall, UNIQLO's campaign demonstrated that TikTok effectively inspires action among brand-loyal audiences. UNIQLO utilized TikTok solutions to think outside of the box, building a strategy around Lead Generation to turn already brand-aware consumers into part-time retail staff.

Through this highly effective campaign, UNIQLO proved that TikTok can and should be used as a space to test new marketing tactics and strategies.