Campaign details

Brand: MINISO
Lead agency: Aguita de Limón
Region: 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 world market. So, how capitalize brand love, through an emotional connection with the brand and interaction with consumers, being the center of the conversation.

#EfectoMinisoIt is a 360º campaign of the brand, which seeks to reflect the sensations, feelings and actions of its consumers when entering a store, knowing a product, discovering a new point of sale or license, and of course, when purchasing one of its articles . With this campaign the objective was to create social media buzz and engagement to launch through a disruptive movement called "Miniso effect", focused on people's emotional relationship with its famous teddy bears.

Target Audience