Localized KOL Strategy: Bridging Fandom and Cultural Relevance
The campaign prioritized partnerships with Malaysian influencers known for their expertise in pop culture, lifestyle, and cosplay. KOLs were segmented into three categories: fan creators (e.g., Harry Potter enthusiast accounts), lifestyle influencers highlighting product versatility, and nano-influencers driving hyper-local engagement. Content centered on relatable storytelling, such as nostalgic anecdotes about the Harry Potter universe (e.g., childhood memories tied to the franchise) paired with creative product showcases (e.g., “Wizarding World Desk Setups” or “House-Colored Fashion Guides”). TikTok and Instagram Reels featured trending audio like remixes of iconic soundtracks, while in-store scavenger hunts (e.g., “Find the Golden Snitch at MINISO Mid Valley”) encouraged physical participation. To ensure cultural alignment, posts were delivered in Bahasa Malaysia and English, with the hashtag #MINISOMagicMY fostering a unified online conversation around the launch.
Results: Strengthening Brand Affinity and Foot Traffic
The KOL-driven campaign successfully generated significant social media buzz, with limited-edition products selling out rapidly across key retail locations in Malaysia. User-generated content under the campaign hashtag reflected enthusiastic participation, particularly among younger audiences drawn to the blend of nostalgia and affordability. In-store activations contributed to increased foot traffic during the launch period, enhancing MINISO’s visibility in competitive retail spaces. Post-campaign surveys indicated improved brand perception, with attendees associating MINISO Malaysia with “unique fan experiences” and “culturally relevant collaborations.” Media outlets and fan communities further amplified the campaign’s reach, reinforcing MINISO’s pivot from general merchandise to pop culture curation.
