Miniso
Influencer Marketing
Platform:
Objective: New Product Launch & Campaign Promotion
Type of Influencers: Micro influencers (5,000+ followers) | Macro influencers (5,000+ followers)
Results: Results: Average monthly influencers engaged: 41 | Average monthly engagement: 14.9K | Average monthly reach: 125.3k
To build momentum for the brand’s new product launch and align it with the Labour Day gifting season, we executed a large-scale influencer campaign designed to spark conversation and create cultural relevance — ultimately positioning the product as a “must-buy Singapore souvenir.”
Core Strategic Pillars:
– Cross-Niche Influencer Collaboration: We engaged 41 influencers across key segments — including news/information creators, international student voices, and local lifestyle KOLs. This diverse mix ensured wide reach and content tailored to the interests and trust circles of different target audiences.
– Dual-Focus Messaging: Product Launch + Gifting Relevance
Content was strategically crafted to deliver two core messages:
1. Excitement around the new product launch, and
2. Positioning the item as the perfect Singapore souvenir — ideal for Labour Day gifting.
This approach helped embed the product in both trend culture and seasonal shopping behavior.
– Multi-Platform Visibility for Maximum Buzz: We activated content across Xiaohongshu (Rednote), Instagram, and TikTok — ensuring a consistent, platform-optimized presence that generated buzz, amplified discovery, and drove attention to in-store updates.
Related Videos
@e.phermeral the cutest hangyodon x miniso collab just dropped 🩵 !!! so many adorable new items from blind boxes to everyday lifestyle goodies like cushions/ blankets! 🐟💕 🎐 catch it first on 7 april at PLQ mall, and miniso outlets islandwide from 9 april 🐬 🎐 btw !! stand a chance to win a full set of hangyodon blind boxes if you're one of the first 3 people who pull a hidden figure from their latest blind box series in-store, from 4th April - 20th April !! just remember to post a photo of the receipt and tag @Miniso Singapore on instagram! send this to your hangyodon girlie! 🙋🏻♀️🐟🩵 #miniso #sgminiso #hangyodon #minisosingapore #sanriocore ♬ original sound - nikki 🌷 - nikki 🌷 | outfits & beauty