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UNIQLO Dry Mesh Project Wakes Up Social Pinboard Users

 - Jun 27, 2012
References: firstborn & digitalbuzzblog
The UNIQLO Dry Mesh Project is one of the most innovative marketing initiatives I have ever seen, and I'm sure you will think so, too. With the help of Firstborn New York, UNIQLO set out to hijack some of the most popular categories on Pinterest, thereby jolting the inattentive pinboard users from their "scrolling slumber," as Digital Buzz puts it. When Pinterest users scrolled through their favorite categories, they eventually saw an eye-opening vertical showcase of UNIQLO'S dry mesh shirts, along with vivid colors, images and scores of the UNIQLO logo.

If the UNIQLO Dry Mesh Project looks like it was hard to pull off, that's because it was -- kind of. The people behind it had to post the images in the right order at the right time, and without any error (otherwise the pinboard wouldn't look right). Check out the video here to see how cool and attention-grabbing the campaign was!