Japanese retail company Uniqlo has teamed up with video platform TikTok to promote the brand’s #UTPlayYourWorld in-app user-generated contest. The contest requires the app’s users to post “creative, authentic and inspiring” videos of themselves wearing Uniqlo’s line of ‘UT’ graphic t-shirts. The video must include the custom-made #UTPlayYourWorld music soundtrack and the relevant hashtag. Then after following the @uniqlo.tiktok account, they could be in with a chance of winning. The winning videos will appear on screens in stores across the globe and on the brand’s social media accounts.  Users can express their creativity and the brand can build a rapport with a wide range of audiences. The campaign starts today (June 25) and lasts until July 11. The campaign is the first of its kind, which looks to engage a new generation of consumers through vertical user-generated content. TikTok’s users are young and so the platform presents the ideal opportunity for brands looking to connect with the 500 million active monthly users, most of which are Gen Z. A key challenge for the platform has been making money as the option of paid ads isn’t available to brands. Therefore, branded content and influencer collaborations have been the first steps for brands to reach their target audience. “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,” said Masaki Nishida, VP and head of monetisation, TikTok Japan. The partnership is another sign that the platform is gaining momentum despite last year’s concerns over illegally collecting personal information from children under the age of 13. In recent months, TikTok UK ambassador and influencer Vicky Banham has noticed that “brands have just bombarded” the platform. This month, TikTok made its first appearance at Cannes Lions as it continues to bolster its global marketing efforts. “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,” continued Nishida. 
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