Uniqlo, the Japanese clothing brand, recently launched an interactive scrolling experience on Pinterest, pinterest.com/source/uniqlo.com, to promote its new line of Dry Mesh t-shirts. As users scrolled through Pinterest public feeds, giant blocks of images appeared. Together, the image blocks worked to create an impossible to miss, branded mosaic. As users continued to scroll down, the branded images seemingly became animated. To reach active consumers, the guerilla campaign targeted five categories: Men’s Apparel, Women’s Apparel, Geek, Fitness and Sports. Extensive research and development ensured the images would appear in one group. Digital agency Firstborn set up over 100 shell Pinterest accounts beforehand in order to evade Pinterest’s detection algorithms.
Click on the image below to play the Uniqlo Pinterest Project video in YouTube (HD)
The Pinterest campaign was developed at Firstborn.