The reason why Uniqlo incorporates such a small app as part of its global brand promotion plan is that it carries the vision of embedding the brand into people's lives. More and more brands are taking actions with this purpose. For example, recently, we have seen MUJI, a brand of life-related products, also develop a calendar for iPad. Its functions are even richer than UNIQLO Calendar, making it very suitable for business people to schedule their work. However, its actual purpose is the same as Uniqlo's: to provide services to users, integrate into their lives, become an essential practical tool for some groups of people, and inherit the brand style while conveying the brand concept and corporate style to users. The charm of this widget lies in that it provides consumers with a tool, and a tool with传播value. The key question is how we can design a tool that is not so commercialized, one that consumers like and benefits brand promotion. We have mentioned before that for QR code applications, brands can use them as an entry point for users to enter their social media empires. In my opinion, widgets can also be a kind of "QR code". This "QR code" accompanies you every day, providing practical services for you and always opening an "entry" for you to enter and understand the brand... These brands are actually following a simple rule: satisfy consumers first, then let consumers consume themselves. After observing many cases, we will find that more and more social media marketing is crossing many boundaries, or we can say blurring many boundaries. We can't distinguish what is a channel, what is a product, what is a promotion, and what is a medium. We also can't tell whether we're looking at a banner, playing a game, or getting a discount. The only feeling is that brands or products are getting closer to us, and we have more impulses to try. Brands are increasingly knowing what I need and where I am.... Unconsciously, there is just a deeper involvement with the brand. It can be seen that the above-mentioned campaigns are not all based on a single platform of blogs, but they have been very cleverly combined for this platform. Facts have proven that the blog platform can still be well utilized, the key lies in the creative combination form. The UNIQLO and MUJI cases once again confirm that providing value to users is an effective and successful marketing method.
Relevant thematic articles:
http://blog.sina.com.cn/s/blog_9d021e5d01011lff.html
http://www.diglog.com/story/technology_software_670414.html
http://hi.baidu.com/wgyvus4w/blog/item/357b421dc4b23cd03ac76363.html