Store opening and Christmas campaign, with live activation
Miniso · International retail · Delivered in Chile, commissioned from Mexico · 2023
Miniso needed local execution of its campaigns in Chile: outdoor advertising, in-store activations and seasonal campaigns, holding the brand's global identity and the timing of the international calendar in a market with its own dynamics.
Marketing consultant. Planning, coordination and supervision of the campaigns in Chile, reporting directly to the brand's central team in Mexico.
Two campaigns delivered for the Chilean market, each with its own calendar, production and rollout in store and outdoors. The videos are the pieces published on social; the photos are the record of the in-store activation.
October 2023. A live brand activation for the opening: the in-store challenge, guests, audience participation and content for social.
December 2023. A seasonal campaign with a route through the city and its shopping centres, in-store rollout and digital content.
Campaigns delivered with brand coherence and within global standards. The project demonstrated the capacity to manage several communication formats in parallel, outdoor, activation and digital, with counterparts in different countries and tight calendars.
That I can bring a global calendar down to the reality of a local market and sustain it with in-store activation, not only with assets.
Travel · confidential client
A company whose positioning had been eroded by a market that had changed, with acquisition channels that no longer brought in the right customer.
+35%
Aviation · confidential client
The process generated leads but did not convert them. The problem was not acquisition but what happened afterwards.
+45%
Audiovisual production · television
An original project taken from idea to screen, competing for one of the most demanding audiovisual funds in Chile.
Fondo CNTV
If you are facing something similar, write to me and we can talk, with no commitment.
mari@mariannacardoso.com