Hello Kitty Gang: Amplifying Community and Influence
Role: Digital Marketing Manager
As the Digital Marketing Manager at Sanrio, I played a key role in elevating the "Hello Kitty Gang" influencer marketing program, a vibrant initiative that connected Hello Kitty enthusiasts and influencers from micro to macro levels. This program was more than a platform for networking; it nurtured a sense of community through regular gifting of new products and the hosting of 3-4 exclusive events annually, complemented by innovative social media campaigns. My approach went beyond merely creating content for social channels, emails, and paid campaigns; I focused on crafting experiences that resonated deeply with fans and significantly expanded the brand's reach.
Building Influencer Networks and Expanding Hello Kitty's Reach
Through this community-driven approach, we celebrated a staggering 1500% growth in audience and a 4000% increase in reach across Hello Kitty's EMEA social media channels. My tenure saw the European Hello Kitty social media presence flourish, achieving a notable follower increase of 260,500 on Instagram with a modest budget. Collaborating with over 150 influencers across Europe, I focused on identifying brand advocates and cultivating lasting relationships, which resulted in significant brand loyalty and engagement. Influencers like Natoogram FR, Sophiehannah UK, Nyane NL, and Linng_KT UK, with their millions-strong audiences, were instrumental in this journey, helping us reach over 50 million people and garnering 5 million likes, a testament to the program's resounding success.
Strategic Collaborations: Exclusive Hello Kitty Gang Merchandise
In a standout project at Sanrio, we collaborated with Natoo, France's leading female influencer, to create an exclusive line of Hello Kitty Gang merchandise. Initially reserved for our influencer community, this strategy fostered a unique sense of exclusivity and anticipation. Following the buzz generated among influencers, we released a limited collection with H&M, striking a balance between exclusivity for influencers and accessibility for the public. This approach not only honored our dedicated influencer network but also successfully extended the excitement to Hello Kitty fans worldwide, demonstrating the power of strategic product launches.
