Calculate the performance metrics listed in the table above. Based on these metrics, evaluate the campaign. Uniqlo
Question:
Calculate the performance metrics listed in the table above. Based on these metrics, evaluate the campaign.
Uniqlo is a Japanese retail brand that has grown into a global brand in 15 countries thanks to digital marketing campaigns. Founder Tadashi Yamai inherited a chain of men’s tailoring retail stores, so he was no stranger to fashion retailing. But he wanted to bring affordable, fashionable, casual clothing to all people, so he created Uniqlo in 1984 to offer casual clothing for all. The philosophy of the brand is “UNIQLO clothes are MADE FOR ALL.” The company focuses on its signature innovative clothing lines that have names like HeatTech, UV Cut, LifeWear, and AIRism. In 2007, its pioneering ‘Uniqlock’ viral marketing campaign won dozens of advertising awards, including the coveted Grand Prix award at Cannes. The company continues to run digital marketing campaigns, and while awards are nice, results are better. Marketers measure all sorts of metrics related to digital campaigns, from impressions and click-throughs to purchases. Consider one of its most recent digital campaigns running in the United States to increase brand awareness and sales of its LifeWear line of clothing:
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Measures
Impressions
Click-through to site
Cost of campaign
Number of orders
Revenue generated
Value
4,000,000
150,000
$45,000
10,250
$750,000
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Based on these metrics the campaign was very successful If students researched average clickthro...View the full answer
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