CASES
CASE STUDIES
MINISO
Influencer Marketing | Content Production |
Offline Event Influencer Activation | Social Media Campaign Management | Performance Tracking & Reporting
We partnered with MINISO to drive foot traffic and social buzz for a local popup event in Vancouver through a localized influencer campaign. By activating community-driven creators across Instagram and TikTok, we translated social engagement into in-store visits and strengthened MINISO’s youth-focused brand presence.
Driving Foot Traffic and Social Buzz for MINISO Through a Local Popup Influencer Campaign
Challenge / Opportunity
To strengthen its brand presence among young consumers in Vancouver, MINISO launched a two-day popup event at Metropolis at Metrotown, featuring popular collectible IPs such as CHIIKAWA and SANRIO.
The campaign aimed to leverage local creators to amplify awareness, drive in-store traffic, and generate social buzz through authentic, experience-driven content.
Monet Marketing was responsible for the end-to-end influencer marketing execution, including creator recruitment, briefing, content coordination, and performance tracking.
Objectives
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Increase awareness of the MINISO popup event in Vancouver
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Drive offline foot traffic through social media exposure
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Strengthen brand association with kawaii, collectibles, and youth culture
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Generate high-quality user-generated content across Instagram and TikTok
Strategy
Local & Niche Influencer Approach:
The campaign centered on a “lightweight popup + local creators” strategy, prioritizing relevance and authenticity over mass reach. Monet Marketing collaborated with 50 creators across multiple verticals, including:
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Lifestyle
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Kawaii & Collectibles
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Food & City Exploration
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Parenting & Family
Creators were primarily micro- and mid-tier influencers, allowing the campaign to tap into highly engaged, community-driven audiences aligned with MINISO’s core consumer base.
Key Insights
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Visual & Experiential Content Drives Engagement: Content featuring on-site unboxings, immersive displays, and character interactions consistently outperformed static posts. “Cute + immersive” visuals proved to be the strongest engagement driver.
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Mid-Tier Creators Deliver High Efficiency: Creators with 5K–15K followers contributed nearly 45% of total engagement, demonstrating strong audience trust and cost efficiency.
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TikTok Expanded Reach Among Younger Audiences: Creators active on both Instagram and TikTok saw 30–40% higher average views on TikTok, highlighting the platform’s effectiveness for youth penetration and short-form storytelling.
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Positive Sentiment and Brand Perception: Comment analysis showed overwhelmingly positive sentiment, reinforcing MINISO’s positioning as a fun, youthful, and collectible-driven brand within the Vancouver market.
