ABOUT

I LOVE YOU FROM AFAR

Concept
Maintaining social distance and staying at home is key to avoid Covid.19. Being locked up at home for a long time is sometimes a real challenge for everyone.
Miniso is a Japanese chain of low-cost stores that is positioned to sell products that its users really love. Things such as cosmetics, households utensils, toys and particularly stuffed animals, which have became a sales hit and a love hit for the brand.
In social media its customers said: “I love you Miniso”, “I love you from afar Mr. Miniso”, among many other phrases and it was this insight that triggered the entire strategy in the confinement.

Execution
In order to maintain linked with its customers and having all its stores closed. Miniso decided to create the social campaign #ILoveYouFromAfar and to turn those love wishes into a connection with its customers. To support them during the whole period of quarantine, educating them how to avoid contagious and entertain them alt home. In the featured stories at Instagram there were different templates of mandalas to digitally color them, users only have to take a screenshot and can spend time painting with their favorite Miniso characters.
In the Instagram profile all the stories, which tagged Miniso, were uploaded, in that way people kept constant relation and love with the brand in pandemic. Keeping it audience entertained at home with different activities.


Results
+10.000 likes
Increased reach by 80%
Instagram community increased by 23%
+500 people painted the Miniso mandalas
The engagement rate increased to 5%