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%.
Short answer for decision makers
This TikTok business signal should be used as a planning prompt, not a standalone trend. The practical question is whether your brand has the market readiness, creator supply, Shop conversion path, paid-media structure, and reporting cadence to act on it now.
Key facts
- Market signal: TikTok marketing Case Studies
- Published: May 17, 2024
- Source transparency: the original source linked in this article
Tuke recommendation
Choose one market, one product group, one creator cohort, and one KPI for the next operating cycle. Then align creative testing, TikTok Shop optimization, live commerce readiness, and weekly reporting around that single decision.
What should brands do with this TikTok signal?
Brands should translate the signal into a focused operating test across creative, creators, TikTok Shop readiness, paid media, and reporting before increasing budget.
How does Tuke Marketing evaluate this kind of news?
Tuke Marketing reviews platform news through market timing, category demand, creator supply, commerce readiness, and measurable growth actions.
When should a team contact Tuke about this topic?
A team should contact Tuke when it needs to turn a TikTok market signal into a practical launch, creator, advertising, live commerce, or reporting plan.
Source transparency: Tuke cites the original source linked in this article and adds its own operating analysis for brands evaluating TikTok growth decisions.