Back To Top
Image Alt



Miniso, a successful Japanese retail company, planned to enter the Romanian market in 2018 and needed a strategic partner to plan and design their launch. They planned to create an integrated communication campaign to appeal to Romanians and to transcript the brand DNA throughout all executions.




With more than 3000 stores in 70 countries around the world, Miniso success story needed to be replicated in Romania. At the same time, the retailer needed to find brand advocates in a very short notice before the launch, only 30 days.

Because the home deco, beauty, gadget & accessories retailing market is really fragmented with strong players already in place, the main problem was how could Miniso make a difference with the launch, not knowing the preferences of Romanians, not knowing which influencers might fit the brand.

We maximized the lovability of the products by targeting the lovers of cute and adorable things. We created dedicated video invitations for influencers made by the owner himself. We invited them to join the launch at Veranda Mall. Influencers invited their community and the event was a success.



Each influencer created a different type of content – from spectacular photoshoots to vlogging. In total, 7 influencers created over 50 gorgeous posts.

PR Communication

We handled the PR communication and generated over 60 materials in the first 3 months.

15.000 fans in two months

Due to the digital strategy, Miniso Instragam grew spectacular – from 0 to 15.000 followers in just two months, without media or sponsored posts.

Launch event

We handled the event openings, which were created following a specific Miniso guide, inspired by the Japanese culture.