I completed a media monitoring report analysing UNIQLO’s integrated marketing communications (IMC) strategy across paid, owned, and earned media.

The study reveals how UNIQLO leverages consistent and localised storytelling, such as its “Thank You Festival” campaign, to strengthen brand identity and drive high engagement. This was particularly on visually driven platforms like Instagram and TikTok.

However, there was weaker performance on Facebook due to misalignment with audience preferences.

Based on these insights, I proposed strategic improvements such as tailoring content to platform-specific audiences and implementing structured customer feedback loops to enhance long-term engagement and brand perception.

This project strengthened my ability to come up with solutions after concluding my research and developing insights. It had also help me gain a deeper understanding of the niches in marketing across various social media platforms.