The aim was to improve UNIQLO UK’s brand presence as the company renewed its online store. The campaign, ‘UNIQLO Lucky Counter’, enabled users to knock down prices of UNIQLO’s bestselling products. Every time a user tweeted about a product through the site, its price went down. So users could get a better price in exchange for spreading the campaign via Twitter. In this way, UNIQLO UK was very successful at promoting and branding without any extra ad budget.