Guerilla tactics: Uniqlo pins hopes on Pinterest

US – To maximise the brand’s visibility on social media, Uniqlo has flooded the home page of image-sharing site Pinterest with scrolling images.

The guerilla campaign was masterminded by digital agency Firstborn, which set up more than 100 fake Pinterest accounts from which staff simultaneously pinned Uniqlo-branded images onto the website.

When users scrolled through the Pinterest public feed, the giant blocks of elongated images appeared together, creating an unmissable branded mosaic. As they moved down the page, the images became animated.

This is a refreshing way to post branded content onto Pinterest. The act of scrolling through a website can feel monotonous, but by rewarding users with animated content, the experience is enhanced.

Curated sites such as Pinterest present great potential for brands. For more information, read our User Curated Retail microtrend.