During the 2022 Christmas season, MINISO launched a series of new products including Christmas special editions, limited edition blind box dolls, and aromatherapy products. To drive product sales conversions and increase brand exposure, MINISO opted for the “Brand Challenge + Sticker Effects” best partner mode, collaborating with TikTok to launch the #minisoPentaClaus challenge in North America. They designed sticker effects based on the characters from the Mini Family, such as PENPEN and PICKLE, incorporating Christmas and brand elements.

During the Christmas season, users could select specific stickers to participate in the challenge, triggering special effects by giving a “Thumbs up” gesture, randomly wearing facial stickers of Mini Family characters, and experiencing the fun of many cute dolls descending from above. The Christmas-themed elements like Santa hats and crystal balls in the sticker effects resonated well with the Christmas atmosphere. The phrase “Life is for fun” at the end of the videos reinforced users’ impression of MINISO’s brand philosophy. With festive products and engaging challenge experiences, MINISO maximized user interaction enthusiasm, garnering significant exposure during the competitive Christmas period.

Additionally, MINISO invited several TikTok influencers to participate in topic interactions, sharing exciting content about experiencing Christmas new products and exploring stores, attracting more user attention and participation, and generating layered interactions and exposure to drive traffic to offline stores.