Create content that drives online newsletter signups

To help UNIQLO increase subscribers to its email newsletter, we created this simple yet highly effective campaign.  Drawing upon the brand attribute of generosity, we proposed giving people the gift of animated gif in exchange for signing up. We tapped some of the web's most celebrated animators to create and promote the gifs. The results exceeded everyone's expectations. As copy lead for the account, I was involved in coming up with Gif ideas and ensuring the site copy was on brand. In collaboration with Razorfish.

See all of the Gifs on Tumblr

UNIQLO wanted to increase email newsletter subscriptions in time for the holiday season, but needed a clever hook. For a brand known for its generosity, we felt it important that UNIQLO give something in exchange for users' email addresses. With GIFs reaching new heights in popularity online, we thought they'd make the perfect incentive to sign up. We called our campaign GIF Box. Give email. Receive one of over 100 amazing custom GIFs. We even tapped 7 acclaimed GIF artists from around the world to contribute their own work, and spread the news to their large online followings. The results set new standards for digital campaign success at UNIQLO. Upon launch, daily traffic to their website doubled. The campaign generated 11.1 million impressions on Twitter, and 21.7 impressions on Reddit. In less than a month, Gif Box had created over 120,000 new email subscribers.


2013 Clio Awards: Gold, Graphic Design and Bronze, Social Media

2013 Webby Award, Branded Content

2013 Art Directors Club Awards, Gold E-Commerce