Case Background
MINISO is a global brand specializing in quality lifestyle products, with over 5,000 stores in more than 100 countries and regions worldwide. It is committed to providing consumers with high-quality, fun, and well-designed products. In order to further enhance its brand awareness in overseas markets, MINISO entered the Tuke platform early on and leveraged the platform’s massive user base, high interactivity, and powerful content recommendation mechanism to launch multi-dimensional marketing collaborations.
Solution
During the 2022 Christmas season, MINISO launched a series of new products including Christmas special editions, limited edition plush blind boxes, and scented aromatherapy products. To promote product sales conversion and further increase brand exposure, MINISO chose the optimal combination of “Brand Challenge + Sticker Effects,” and partnered with Tuke to launch the #minisoPentaClaus challenge in North America. They designed sticker effects featuring both Christmas and brand elements, using Mini Family’s PENPEN, PICKLE, and other characters as prototypes.
During the Christmas season, users could select specific stickers to participate in the challenge. By making a “Thumbs up” gesture, they would trigger the effect and randomly wear Mini Family face stickers, enjoying the fun of many cute plush toys falling from the sky. Christmas hats, snow globes, and other elements in the sticker effects perfectly echoed the festive atmosphere. The phrase “Life is for fun” appearing at the end of the video further reinforced users’ impression of MINISO’s brand philosophy. Products tailored to the holiday background, combined with a challenge full of festive atmosphere and cute experiences, maximized user engagement and helped the brand achieve significant exposure during the highly competitive Christmas period.
At the same time, MINISO also invited several Tuke influencers to participate in the topic interaction, posting exciting content such as Christmas product experiences and store visits, attracting more users’ attention and participation, thereby stimulating compounded interaction and exposure, and driving traffic to offline stores.
Marketing Results
With interesting and engaging content strategies, combined with Tuke’s large overseas user base, rapid user growth, and high monthly activity, MINISO attracted countless fans on Tuke. The series of marketing activities during the 2022 Christmas season achieved over 400 million impressions, more than 60 million interactions, and over 120,000 UGCs within 10 days.
