MINISO: Waze, Dónde están los peluches? #MinisoEffect

Miniso, a Chinese retail brand, partnered with influencers and a digital geolocation app to stage the disappearance of one of its famous products in order to successfully increase brand awareness and engagement in Mexico.

Campaign details

Brand: MINISOLead agency: Aguita de LimónRegion: LATAM

Strategy

Objective

Miniso is a Chinese retailer and variety store chain that specializes in household and consumer goods including cosmetics, stationery, toys, and kitchenware.

Miniso has 58 stores in 19 cities in the Mexican Republic, while the goal is to close this year with 100 sales points and double this number during 2019. The challenge facing by this brand is not in sales or in the adoption of the brand, but in a growth that has been so aggressive for such a young firm in the...

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