- Media team realised success hinged upon creating a reunion experience between Thai women and Hello Kitty. The fabled feline is more than just another molding, but a confident cat of many coats, an icon of fashion, provided a vector back to a childhood time when they felt cared for and protected. 'The Cult of Cute' became the strategic idea to rebuild connection and custom with Thai women, while having commercial value and through ripe activation across her journey.

- A challenging non-TV campaign was strategically executed to suit the minimal budget. Led with Digital and Social media, the team had ensured influential awareness was spread across target audience networks. Transit and Out-of-home played the key in daily accompaniment of our women with invitational-interactive communication on the go. Favourite public radio personalities were chosen to advocate the must-have cats and promotional details.

The communication activity delivered well-achieved and over sales target within limited budget brief. Low investment shown with PR value of 12 times campaign spending, plus owned and earned media on return.

The communication created social sphere proven with long queues throughout at McDonald’s across Thailand. Triple call traffic to McDelivery Service, plus consumer-generated contents on Facebook and Instagram.

•604,550 total sales for Hello Kitty Fairy Tales

•3,600 box sets sold via web ordering within one week.

•Triple traffic calling in at McDelivery.

•Over $4 million earned media value.

•Over $5 million total sales revenue.