Sanrio - hello kitty
Co-branded Campaigns and Collaborative Excellence
Role: Digital Marketing Manager
As the Digital Marketing Manager for Sanrio Limited in London, I was at the forefront of forging global brand partnerships, uniting the cherished Hello Kitty brand with iconic names such as Balenciaga, Converse, Levi's, Dr. Martens, Furla, Asos.com, Italian brand GCDS, Chatime and Casetify, among others. Orchestrating the Hello Kitty 45th Anniversary collaborations in the EMEA region was particularly memorable, harmoniously blending the brand's nostalgic appeal with a modern twist.
Particularly noteworthy were the launches with Converse and Levi’s, where our co-branded products became instant sensations, selling out within 24 hours. The Balenciaga AW19/20 and Converse x Hello Kitty SS18 collections were more than just campaigns; they were cultural phenomena that bridged generations.
In a creative leap to launch shopsanrio.com, I conceived and led a unique project that united the charm of Sanrio characters with the visionary talents of six diverse artists: Alex Solis, Alex Norris, Phannapast Taychamaythakool, Clarice Tudor, Nick Thompson (Thumbs1), and Esther Bunny. Tasked with a simple yet profound brief—to reimagine Hello Kitty and friends within their distinctive artistic realms—these collaborations ignited the engagement of both the artists’ and Sanrio's fanbases. We showcased a new artist each month, generating continuous excitement and conversation.
Notably, the fusion of Hello Kitty with Esther Bunny, created by Korean artist Esther Kim, resonated deeply with fans of "kawaii" culture worldwide. This campaign did more than just promote products; it cultivated a global dialogue around the beloved characters, celebrating the universal appeal of cuteness and the creative diversity that defines the Sanrio spirit.
