Uniqlo is a Japanese retail brand that now sells in 15 countries thanks to digital marketing campaigns. Founded with the aim of bringing affordable, fashionable, casual clothing to all people, it began in 1984 under the philosophy "UNIQLO clothes are MADE FOR ALL." The company focuses on its signature innovative clothing lines that have names such as 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 clickthroughs to purchases. Consider one of the most recent digital campaigns that Uniqlo ran in Australia to increase brand awareness and sales of its clothing. A fast-moving image contained a series of stills on digital billboards at a rate of 20 to 30 frames per second. A unique product code was embedded in the images. The code could be seen only if a consumer took a photo of the display. If consumers uploaded the code to the campaign website, they received a sample from the Uniqlo clothing line. Consumers also created content about the campaign, including videos that were viewed more than 1.3 million times.  Suppose the campaign measures were as follows:

Calculate the performance metrics listed in the preceding table. Based on these metrics, evaluate the campaign.

Transcribed Image Text:

Measure Impressions Click-through to site Cost of campaign New customers New newsletter subscribers Number of orders generated Revenue generated Abandoned shopping cart Average cost of goods sold (%) Shipping and handling costs (per order) Value 7,000,000 300,000 $150,000 35,000 25,000 45,750 $3,450,000 450 45% $9.50