Strategic KOL Collaboration & Subcultural Integration
The campaign partnered with niche KOLs deeply embedded in anime, gaming, and collectible subcultures. Cosplay influencers created custom ROBBi-themed costumes, which were teased in pre-event social media posts to build anticipation. Collectors and unboxing specialists showcased the intricate design of limited-edition ROBBi figures through detailed YouTube reviews, emphasizing rarity and craftsmanship. Gaming streamers integrated ROBBi into live streams, hosting ARG-inspired (alternate reality game) challenges where viewers solved puzzles for clues about exclusive merchandise drops. Content was published in multiple languages (primarily English and Bahasa Malaysia) to align with Comic Fiesta’s diverse audience. A dedicated hashtag, #ROBBiUniverse, unified fan-generated content, while in-person booth activations (e.g., photo ops with life-sized ROBBi installations) bridged digital hype with offline experiences.
Cultivating Fan-Driven Momentum & Brand Authority
The campaign’s alignment with niche communities successfully generated organic buzz, as fans shared their booth experiences, custom cosplays, and unboxing videos across platforms. Limited-edition ROBBi figures saw high demand, with initial stock reserved for Comic Fiesta attendees selling out quickly. User-generated content under the campaign hashtag reflected enthusiastic participation, particularly among anime fans and collectors who praised the brand’s attention to subcultural storytelling. Post-event discussions in online forums and social circles reinforced ROBBi’s reputation as a brand that prioritizes fan-centric innovation, solidifying its position as a leader in the collectibles market.
