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.