Uniqlo
One Oxford Street Launch

Taking place from Feb 2022 – October 2022, our role as the influencer marketing agency was to identify, outreach, negotiate and brief talent to produce content that was both authentic to them and the Dickies brand. The talent bucket included artists, van-lifers, chefs and agriculture workers from across the globe – ensuring the variety in Dickies consumers was represented.

One bag. One Oxford Street.

As many people have seen (and own) the viral UNIQLO round mini shoulder bag, we made sure this iconic item was a prominent feature of our launch activation. To create buzz and drive engagement, we invited key local fashion and lifestyle influencers to experience the new store before its official opening. As part of their exclusive invite, each influencer received their own round mini shoulder bag ahead of time. They were challenged to visit the store and fill their bag with as many items as possible, which they would then take home. This fun and interactive element of the campaign encouraged participants to embrace the LifeWear ethos by making thoughtful, conscious decisions when selecting and fitting items into their bag.

Additionally, we collaborated with select influencers on a paid basis to amplify our message across TikTok and Instagram. These partnerships focused on conveying key themes around the new store, the SS24 collection, the LifeWear philosophy, and the practicality and style of the round mini shoulder bag. The influencers also highlighted the convenience of the store’s prime location at One Oxford Street, making it an ideal shopping destination for both locals and visitors.The activation was a resounding success, generating a significant amount of social media buzz about the new store. The influencers produced highly engaging content that resonated with their followers, showcasing their unique experiences and the versatile appeal of UNIQLO’s products. This not only increased awareness of the store launch but also reinforced the brand’s commitment to offering stylish, high-quality, and functional clothing for all.

The activation was a resounding success, generating a significant amount of social media buzz about the new store. The influencers produced highly engaging content that resonated with their followers, showcasing their unique experiences and the versatile appeal of UNIQLO’s products. This not only increased awareness of the store launch but also reinforced the brand’s commitment to offering stylish, high-quality, and functional clothing for all.

Through a combination of innovative strategies and creative collaborations, this campaign effectively introduced the new UNIQLO One Oxford Street store to a wide audience, setting the stage for its continued success in London’s vibrant retail landscape.