Calculate the net marketing contribution (NMC), marketing return on sales (marketing ROS), and marketing return on investment (marketing ROI). Was the campaign successful? 

Uniqlo is a Japanese retail brand that has grown into a global brand in 15 countries thanks to digital marketing campaigns. Founder Tadashi Yamai inherited a chain of men’s tailoring retail stores, so he was no stranger to fashion retailing. But he wanted to bring affordable, fashionable, casual clothing to all people, so he created Uniqlo in 1984 to offer casual clothing for all. The philosophy of the brand is “UNIQLO clothes are MADE FOR ALL.” The company focuses on its signature innovative clothing lines that have names like HeatTech, UV Cut, LifeWear, and AIRism. In 2007, its pioneering ‘Uniqlock’ viral marketing campaign won dozens of advertising awards, including the coveted Grand Prix award at Cannes. The company continues to run digital marketing campaigns, and while awards are nice, results are better. Marketers measure all sorts of metrics related to digital campaigns, from impressions and click-throughs to purchases. Consider one of its most recent digital campaigns running in the United States to increase brand awareness and sales of its LifeWear line of clothing:

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Measures Impressions Click-through to site Cost of campaign Number of orders Revenue generated Value 4,000,000 150,000 $45,000 10,250 $750,000