Most of the viral videos are aiming at building up the some certain features for the behind brands. These kinds of features can be funny, meaningful, touching, or motivational. they all positive. However, if a brand being connected with some super ugly or negative feelings through a viral video, should the outcome be negative to the brand? I think the answer is doubtful.
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| UNIQLO |
Uniqlo, a Japanese Casual wear designer, manufacturer, and retailer. It has recently launched a new retail store in Chicago, but I am gonna tell a story around the one in Sanlitun,Beijing.
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| UNIQIO IN SANLITUN |
People shocked about the video, and more people are interested in the details of it. This mini video(1'30" in total) has been viewed million times within several hours(Unfortunately, the relevant video and the view amount has been deleted by government, I cannot fins specific numbers). Most people noticed that in the end of the video there's a voice speaking:" Welcome to Sanlitun' UNIQLO. Wish you have a nice shopping experience here."
The public transferred the focus from the video itself to UNIQLO, and no matter what kind of impacts it create for UNIQLO. The publicity and sales are both rising up during that time.
Although UNIQLO has announced the video has nothing to do with the brand, there're some voices believe it's a marketing trick.
Through this video and the follow-up effects from public, I started to believe that in a relatively mature or complex market, Rising the publicity is the most effective and vital thing to make profits.
Similar to some entertainers, many little stars tried so hard to let people recognize them no matter how. Sometimes a sandal can be a trigger for people to get know a brand, but it's also a risky one.
Similar to some entertainers, many little stars tried so hard to let people recognize them no matter how. Sometimes a sandal can be a trigger for people to get know a brand, but it's also a risky one.
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