UNIQLO 优衣库 / Social
LifeWear social media operations
Brand content across Weibo, Douyin and Xiaohongshu, covering products, campaign moments and sustainability.
- Social media operations
- Campaign content
- Community interaction
01
The challenge
Keep LifeWear visible across social platforms and connect it with everyday clothing needs and conversations.
02
The idea
Adapt product stories, seasonal themes and audience activities to each platform, connecting daily publishing with larger campaigns.
03
The execution
Run Weibo content and interactions, produce Douyin videos and develop Xiaohongshu content. Projects include Chinese New Year, the 40th-anniversary thank-you campaign and sustainability communication.
Source and reported outcomes
The company credential records nine years of operations, 30 million Weibo followers, 4.3 billion brand-topic reads and 170 million Super Topic reads. These reflect the source’s reporting point.
Project reference: company credential (20251209), pages 10. Images are from the corresponding project materials. Reported outcomes are historical project records.
