UNIQLO UT and TikTok came together to create the first multi-market brand campaign #UTPlayYourWorld as an in-app outfit challenge that invites people to sport their favorite UNIQLO UT outfit on the short-form mobile video app. Users are now encouraged to share moments wearing their favorite outfit from UT, UNIQLO's collection of graphic t-shirts inspired by current pop culture. Over the years, UNIQLO UT has inspired self-expression with special edition pieces featuring popular artists, cartoons and brands.
By participating in the in-app challenge on TikTok, users have the chance to see their videos in global UNIQLO stores. The engaging campaign takes note of the influence today's generation of shoppers hold, especially when it comes to content creation that could be instantly used for marketing purposes.