Case Background
In today's fast-paced consumer goods market, the novelty goods industry faces the dual challenge of rapidly changing consumer preferences and frequent new launches from competitors. As one of the industry leaders, MINISO launched a unique "Blind Box Carnival" campaign on TikTok to maintain its position in the minds of consumers.
Solution
At the start of the campaign, MINISO’s primary task was to stand out among the vast amount of content and leave a deep impression on users. TikTok for Business authorized agency FESOO proposed a core strategy of "more eye-catching + more heartfelt," aiming to help MINISO break through and strengthen brand awareness.
FESOO conducted an in-depth analysis of popular materials from TikTok Creative Center and recommended that MINISO collaborate with local DIY/trendy toys/creative/store-exploring influencers to co-create content closely aligned with the features of blind box products. During the launch phase, FESOO efficiently screened a large number of influencer materials for MINISO and established a customized material evaluation system to accurately identify the best content for placement. The "Blind Box Carnival" campaign aimed to maximize exposure and reach, categorizing materials into different types such as DIY creation/influencer unboxing/influencer store visits/on-site activities. After small-scale placement tests showed that DIY creation/store visit materials performed better in terms of CPM, MINISO adjusted and tilted its budget towards these types of content. Through continuous data analysis and iterative review of materials, MINISO achieved real-time optimization of content, ensuring each piece was presented in a "more eye-catching" way, thereby enhancing brand image and strengthening user recognition.
To enhance users’ authentic experience and trust, the TikTok for Business team suggested that MINISO use Spark Ads with strong native styles to create more connections and interactions with users. In this campaign, MINISO used this ad format to boost influencer native account content, allowing users to directly interact with brand content. Influencers also cleverly incorporated campaign hashtags #UnboxMagicalMoments and #MinisoBlindBoxCarnival into their copy, which not only facilitated deeper interaction between users and the brand but also helped the brand content accumulate over the long term.
Marketing Results
Through precise market insights, comprehensive strategy building, and efficient campaign execution, MINISO successfully created a "Blind Box Carnival" event that combined both exposure and interactivity. The campaign achieved over 240 million impressions, ad CPM decreased by 20.3%, and search volume surged by 104%.
