On the Romanian market there are a lot of retailers and online shops that sell toys, cosmetics and home items so in the context of Miniso shop launch we talk about a significant competition. Moreover, people’s perception of Chinese stuff is not a positive one.
Retailers market in Romania is fragmented and the entrance of a new market player represents a challenge every time. Miniso was considered that brand that has cute stuffed toys, without people knowing about the variety of the products they offer.
In order to make buzz, we used Kim as endorser, the company’s HR Manager. He launched a video invitation for 25 influencers so they would visit the first Miniso shop in Romania. To create the video content that served us as promoting material for 3 months, we relied on the humour that came from the person’s effort of pronouncing the name of the influencers correctly.