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MINISO’s ‘Mini’ bus tour engages 100,000 customers across 9 countries in 4 continents

By M4G Bureau - March 31, 2022

The global lifestyle retailer celebrated the end of its MINI bus world tour and #love2gether campaign by lighting up Ain Dubai, the world's largest and tallest observation wheel, on March 22.

Global lifestyle retailer MINISO celebrated the end of its MINI Bus world tour and #love2gether campaign by lighting up Ain Dubai, the world's largest and tallest observation wheel, on March 22. Championing love and togetherness around the world, the month-long initiative engaged 100,000 consumers from nine countries. This comes as MINISO has designated the 22 of every month “MINISO Plushie Day”, honoring the much-loved toy.

Launched on February 22, MINISO’s #love2gether campaign not only encourages customers to make wishes at stores around the world, but also activates the power of social media to convey a message of joy and unity. As part of the kick-off, the MINI Bus departed from MINISO’s brand-new flagship store in Soho, New York City en route to eight destinations: Mexico, Italy, Spain, Australia, Indonesia, Vietnam, Thailand, and the UAE.

Over the course of a month, the bus visited landmarks across the world, bringing cheer to 200 million people as it crisscrossed the globe; moreover, local influencers were invited onboard to help delight consumers with cute and original plushie toys. As of March 28, nearly 100,000 consumers have visited offline MINISO stores to express their wishes, while #love2gether-related content has received more than 3 million likes and comments online.

According to the company statement, the success of the #love2gether campaign and MINI Bus tour is a testament to the effectiveness of MINISO’s localization strategy in building resonance with consumers across markets.

From the influencer partnerships to the design and routes of the MINI Bus, MINISO tailored each experience so as to cater to the specifics of different markets.

For instance, in Naples, Italy, the MINI Bus was enveloped in a retro design that embodied the unique artistic character and history of the city. In the UAE, MINISO lit up the landmark Ain Dubai as the grand finale for the MINI Bus world tour and #love2gether campaign. The success of the campaign is also attributed to MINISO’s global retail network. As of the end of 2021, MINISO has opened 5,045 retail outlets in 100 countries around the world, spreading joy to all corners of the globe.

"This is the first large-scale campaign that MINISO has run following the establishment of MINISO Plushie Day, and we have successfully brought it to nine countries,” said Vincent Huang, MINISO overseas VP. “We are grateful to all the customers and influencers who participated in the #love2gether campaign. During this time of uncertainty, MINISO is championing a message of hope, and we seek to bring more energy and optimism to people around the world."

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