Short-form mobile video platform TikTok has revealed it will launch its first global marketing campaign across the world with Japanese clothing apparel business Uniqlo starting June 25.

TikTok claims the campaign is a first-of-its-kind to engage a new and influential generation of consumers through a novel format in the form of attention-grabbing, vertical user-generated content. As a platform celebrating diversity and creativity, TikTok has become a preferred destination for users to express themselves through their videos.

Masaki Nishida, VP and head of monetisation, TikTok Japan, said: “TikTok empowers everyone to be a creator directly from their smartphones and is committed to building a community by encouraging users to share their passion and creative expression through their videos. We see a huge opportunity for brands to connect with today’s generation and expand their reach by embracing the native, natural and creative form of content on TikTok. We are excited to support the #UTPlayYourWorld campaign and look forward to continuously supporting the global creative community in the future.”

Using the #UTPlayYourWorld hashtag, the campaign will invite users to share their creative, authentic and inspiring moments wearing their favorite Uniqlo UT outfit (UT is Uniqlo’s special collection of Graphic T-shirts matching current styles with pop culture influences).

The partners say that the UT brand encourages self-expression,  and according to Uniqlo it has rolled out numerous crossover editions with trending artists, cartoon characters, and many other renowned brands throughout seasons and years.

In a statement announcing the campaign TikTok says the #UTPlayYourWorld campaign creatively channels the brand philosophy of UNIQLO UT – “Wear Your World”.

“By allowing users to capture and share their own “UT moments”, TikTok provides an opportunity for users to express their creativity and allows the brand to build an affinity with a wide range of audiences.”

The in-app challenge lasts till July 11 after which TikTok creators in US, France, Japan and Taiwan will have a chance to win the Grand Prix – winning videos will be played on monitors in Uniqlo stores around the world.

The final winners will be announced between July 12 and July 19.

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