Miniso
A New Year's campaign for a popular Japanese brand.
Award winning New Year's campaign for a popular Japanese brand.
Client /
Miniso
Awards
2x Silver - KIAF International Festival 2021
1x Bronze - KIAF International Festival 2021
1x Bronze - White Square 2021
My role
Senior account manager
Contribution
Process planning
Communicating with the client
Participating in creative brainstorming
Managing cross-functional teams, including web development and digital products
Participating in the creation of proposal documents
Overseeing the production team
Monitoring project KPIs and managing the advertising budget accordingly
Communications with vendors and outsource partners
Managing PR and media
Background
In a world, where New Year's presents were getting more and more predictable, we created the perfect gift box - Bokkusu - one that contained all of Miniso.
Challenge
Create unique experiences during Christmas and New Year in Miniso’s shops.
Solution
We created a unique product and marketing communication where anime fans and gift hunters could find the perfect item for Christmas and New Year. As a surprise we created an anime based on a celebrity figure, the most famous Sumo wrestler.
Results
Miniso Bokkusu became the children's favorite New Year's gift and the campaign won multiple awards.