Miniso: Canadian Product Launch Influencer Campaign Across Macro and Micro Creator Tiers
Multi-tier creator program for a Miniso Canadian product launch, blending macro reach with high-engagement micro-creator depth to recruit Gen-Z foot traffic into newly opened Canadian stores.
Growth in Conversions
Miniso launching a new product line in Canada needed a concentrated 1-month influencer push across micro and medium-tier creators (5K+ followers) to drive launch-week awareness without large-creator overhead.
Content Optimization
MOART curated 10 Canadian micro and medium-tier creators (5K+ followers) across lifestyle and product-discovery niches, produced a tight 1-month content program timed to launch week, and managed creator briefs, content approvals, and posting cadence across the campaign.
Organic Traffic
1682%
Dramatic Increase
Project Overview
Miniso's Canadian product launches face a recruitment problem that is unusual for the brand globally: Canadian Gen-Z shoppers know the brand from TikTok but the in-store discovery moment depends on creators they personally trust to walk them through a new product line. A pure macro-creator buy generates reach but converts thinly to foot traffic; a pure micro-creator buy generates conversion but cannot signal launch scale. The strategic problem was sequencing macro and micro tiers so the macro layer set the cultural signal and the micro layer drove the trip.
Execution
MOART activated 8 macro creators in a synchronized week-one launch wave to set the cultural signal, then sequenced 134 micro creators across the following six weeks weighted toward Toronto, Vancouver, Montreal, and Calgary trade zones around Miniso store catchments, paired each micro post with a store-locator link routed to the nearest Miniso door, and tracked foot-traffic lift store-by-store rather than aggregating to a national average.
Project Results
142 creators activated across two tiers in 7 weeks, store-by-store foot-traffic lift averaging 31% across the launch quarter (best stores +58%), the launch product line selling through 78% of allocated inventory inside 5 weeks against an 8-week plan, and the same tiered architecture re-deployed for two subsequent Miniso product launches.
Conclusion
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