Challenge

GU, a sister brand of UNIQLO, is a fast retailer that produces affordable and trendy clothes. They wanted to increase sales and brand awareness during Chinese New Year, China's biggest celebration. 

Insight

Every Chinese New Year, billions of people travel home to reunite with families. But reunions are short, and families are separated. How can we keep them close, even when they're apart?

Solution

During Chinese New Year, new clothes are given as a gesture of love and care. so we redesigned the clothes' care labels and gave them a personal touch with caring messages for families and friends. People were invited to customize their own Care Label which sewed onto the new clothes. These new clothes became more than gifts. They were also heartwarming reminders.

Result

• 114% increase in visitors
• 138% increase in sales
• 176MM online impressions.