Forming the #HelloKittyGang

To generate interest from fashion retailers in uptake of the Hello Kitty license.
Community Insight
Retailers will develop product lines based on influencer recommendations.
PPR launched the exclusive #hellokittygang, a group of high profile, influencers who were gifted limited edition product to generate unique and engaging content for their followers. The hashtag encouraged loyal Hello Kitty fans to seek and find the other members of the ‘gang’, providing influencers the chance to be a part of a notable global online community. #hellokittygang members were also invited to an intimate High Tea event, with one lucky influencer participating in a media famil to Japan’s Sanrio brand house. Both experiences were designed to maximise social engagement and generate brand conversation across multiple platforms.
PPR engaged 12 influencers who produced 116 social posts, reaching an audience of 1,508,634 with engagement of 266,811 likes and 3,183 comments. The impact of this engagement prompted interest in the Hello Kitty license from major Australian fashion retailer, Cotton On Group. hello kitty Image by : tara mills