Miniso

How Nourish Social’s Launch Event Videos and Social Content Helped MINISO Increase Brand Awareness and Sales

Client Background:
MINISO is an innovative lifestyle and design-led product retailer that offers high-quality household goods, cosmetics, and food at affordable prices. Founded by CEO Ye Guofu, MINISO has opened more than 4,200 stores in over 80 countries and regions since 2013, including the US, UK, Canada, Australia, Spain, UAE, India, and Mexico. For the first time, MINISO was launching stores up and down the UK, including locations such as Birmingham, Solihull, Reading, and Manchester.

Client Objectives:
MINISO approached Nourish Social, a leading content creation company, to create multiple launch event videos and social content that would help increase brand awareness and sales. The client wanted to showcase their unique and innovative products and highlight their affordable pricing. They also wanted to capture the excitement and enthusiasm of their cult-like following and use it to generate demand at future launch events.

Nourish Social’s Strategy:
To meet the client’s objectives, Nourish Social created multiple launch event videos that captured the massive line-ups and excited crowds at MINISO’s UK stores. The videos were designed to showcase the brand’s unique culture, which is similar to a cosplay, anime type of brand. They were also used to generate demand at future launch events by showcasing the excitement and enthusiasm of MINISO’s cult-like following.

Results:
Thanks to Nourish Social’s launch event videos and social content, MINISO was able to increase brand awareness and generate demand at future launch events. In just one month, MINISO launched over five stores in the UK, and Nourish Social supplied content for all of their social media accounts. The new TikTok account also allowed the brand to reach a wider audience and engage with their customers in a more interactive way.

Conclusion:
Nourish Social’s launch event videos and social content successfully helped MINISO increase brand awareness and generate demand at future launch events. By showcasing the excitement and enthusiasm of MINISO’s cult-like following, Nourish Social was able to capture the unique culture of the brand and showcase it to a wider audience. Thanks to Nourish Social’s support, MINISO was able to successfully launch new stores across the UK and increase sales in a competitive market.