ObjectiveJapanese clothes brand UNIQLO set up its first store in Taiwan in 2010. Our goal was to maximize media reports to create new store momentum and drive sales.

SolutionIn this case the key lies in how to manage stakeholders’ expectation. Four months before the opening, we kicked off a wave of media operation to deliver different messages from brand, product to business management to Taiwan media and consumers. Through a compact and focused media strategy and the agency constantly brewing the expectation we contributed to an overwhelming media volume on the opening date.ResultOn the grand opening day (2010/10/7), successfully drives 7,000 customers lined-up to the store, breaking UNIQLO global new store open record. And the line-up crowd lasted over one month.There were over 100 TV news clippings at 10/7.

Some hot items even sold out on the opening day. Sales of the first month in business were way over the expectation of headquarters.

From June to October, we adopted different PR tools for different purposes to create specific results:Media Tour (6/29-7/2 , Taiwan to Tokyo), Media Interview(over 20 times), Press Conference (8/10, 9/6, 10/6total 3 times), Media Gathering(8/5-8/6 product-orientated), Media Inquiry(8/5-10/7), News Release(near 10 times), Grand Opening Event(at 10/7) and so on. Base on the above mentioned, this campaign ran according to the original plan.

On the grand opening day (2010/10/7), successfully drives 7,000 customers lined-up to the store, breaking UNIQLO global new store open record. And the line-up crowd lasted over one month.There are over 100 TV news clippings at 10/7.

Some hot items even sold out on the opening day. Sales of the first month in business were way over the expectation of headquarters.