UNIQLO x Ines de la Fressange
Brand Immersive Media Visit
In order to amplify the launch of UNIQLO’s latest collection of Ines de la Fressange 2020 Fall/Winter, H+K Thailand designed an integrated creative activity around a brand immersive media visit. The activity, which took place on August 27, 2020, featured a mobile UNIQLO branded showroom truck, decorated with Ines de la Fressange motifs, bringing the new collection and the UNIQLO models to 10 Tier 1 fashion media, including VOGUE, Harper’s Bazaar and L’Officiel.
Media participation and engagement was higher than expected, with our media friends inviting additional colleagues from other departments to join the visit, to everyone’s delight. Their feedback was extremely positive, some mentioning this was the first time a fashion brand conducted such a creative activity. The media took the opportunity to snap photos and capture videos of the IDLF mobile showroom and the models who dressed up in the 20FW IDLF complete look, in order to post them on their own social channels.
The coverage from this activity was published in real-time, on the activity date, by all visited media outlets, in various news format such as self-produced Instagram and TikTok videos, as well as social media photo posts, resulting in a PR Value of 9,210,000 Baht (approx. $294k), with total 51 pieces of coverage. H+K strategically planned to amplify the activity by separating the news release for the activity into a photo scoop and photo caption, pitching to marketing, branding, business, and lifestyle media, generating further hype among additional media categories beyond fashion.
The total efforts resulted in a cumulated 83 pieces of coverage, with a PR value of 13,350,000 baht (approx. $426k).