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. An increasing number of brands are taking actions with this purpose. For example, recently, we've seen the lifestyle-related goods brand MUJI also develop an iPad calendar app. Its functions are even more robust than UNIQLO Calendar, making it very suitable for business professionals to schedule their work. However, its actual purpose is the same as Uniqlo's: to provide users with services, integrate into life, and become an indispensable practical tool for some groups of people, while inheriting the brand's style and conveying the brand philosophy and corporate style to users. The charm of these widgets lies in providing consumers with a tool that has传播value. The key issue is how we can design a tool that is not overly commercialized, one that consumers like and which benefits brand dissemination. We have previously mentioned that for QR code applications, brands can use them as an entrance for users to enter the brand's social media empire. In my opinion, widgets can also be a kind of "QR code". This "QR code" accompanies you every day, providing useful services and always offering an "entrance" to explore the brand and understand it.
These brands are actually following a simple rule: satisfy consumers first, then let consumers consume the brand. After observing numerous cases, we find that more and more social media marketing campaigns are crossing many boundaries or, we might say, blurring many boundaries. We cannot distinguish what is a channel, what is a product, what is a promotion, what is a medium. We also cannot tell if we're looking at a banner, playing a game, or getting discounts. The only feeling is that the brand or product is getting closer to us, and we are increasingly impelled to try it out. Brands seem to know more about what we need and where we are... Unconsciously, we become more deeply involved with the brand.
It can be seen that the aforementioned campaigns do not all rely on blogs as a single platform but instead cleverly combine with this platform. Facts prove that the blog platform can still be effectively utilized; the key lies in the creative form of combination. The UNIQLO and MUJI cases once again confirm that providing value to users is an effective and successful marketing method.
Relevant thematic articles:
- [http://www.diglog.com/story/technology_software_670566.html](http://www.diglog.com/story/technology_software_670566.html)
- [https://post.craigslist.org/k/jnCNO5pb4RGgVC6HgP3O4Q/cIuFH?s=preview](https://post.craigslist.org/k/jnCNO5pb4RGgVC6HgP3O4Q/cIuFH?s=preview)
- [http://hi.baidu.com/wgyvus4w/blog/item/050f05b0ccad45e89152ee63.html](http://hi.baidu.com/wgyvus4w/blog/item/050f05b0ccad45e89152ee63.html)