{"id":5196,"date":"2018-12-07T13:28:52","date_gmt":"2018-12-07T11:28:52","guid":{"rendered":"https:\/\/socialpubli.com\/news\/?p=5196"},"modified":"2025-04-22T11:28:45","modified_gmt":"2025-04-22T09:28:45","slug":"hello-kitty-the-success-of-influencer-marketing","status":"publish","type":"post","link":"https:\/\/socialpubli.com\/blog\/hello-kitty-the-success-of-influencer-marketing\/","title":{"rendered":"Hello Kitty: the success of influencer marketing"},"content":{"rendered":"

Influencer marketing<\/b> is something that most brands include in their strategies. Some use <\/span>influencers <\/b>at specific moments for launches or events and other marketing strategies, like Daniel Wellington, are built around influencers. \u00a0For <\/span>Hello Kitty<\/b>, <\/span>influencer marketing<\/b><\/a> was the key to continuing to be relevant today. How they did do it?<\/span><\/p>\n

Influencer marketing<\/h2>\n

Created in 1974 by Sanrio, Hello Kitty is one of the most iconic characters, with its own series, video games and infinite merchandising behind it. It’s even the ambassador of Japan!<\/span><\/p>\n

To adapt to the times, they have turned to carefully selected <\/span>micro-influencers<\/b> to promote their products on social media.<\/span><\/p>\n

Two years ago<\/b>, they created a group called the <\/span>“Hello Kitty Gang”,<\/b> with influencers who have between 10,000 and 100,000 followers. These influencers are<\/span> fans<\/b> of the brand who had already posted about Hello Kitty. So they contacted them, regardless of whether they talked about fashion, food, sports or music.<\/span><\/p>\n

Currently, the Gang is made up of 200 influencers and they <\/span>do not charge<\/b> for anything they publish about Hello Kitty. Why? Because Sanrio creates products that are exclusively for the members of this group, establishing a relationship which is so powerful that these influencers become brand ambassadors. It\u2019s merchandising that they want to try or own, because they are fans.<\/span><\/p>\n

In addition, the version of the character is different from the usual one, as you can see in the cover image, which is something that creates even more exclusivity.<\/span><\/p>\n

https:\/\/www.instagram.com\/p\/BntVVgmlaWb\/?taken-by=hellokittyeu<\/p>\n

More than influencers<\/h2>\n

It is one thing to have brand ambassadors, and it\u2019s another to know how to <\/span>take advantage<\/b> of them. Group members send them <\/span>insights<\/b> on how the audience reacts to certain products. \u00a0This way, they can <\/span>compare<\/b> how many <\/span>likes <\/span><\/i>different dresses receive, for example.<\/span><\/p>\n

And to make sure that the impact and celebrity are not limited to just their <\/span>niche communities<\/b>, they have also organized <\/span>events,<\/b> associating with other brands related to theirs.<\/span><\/p>\n

Thus, Hello Kitty is not only an <\/span>aspirational <\/b>product, but people incorporate it into their <\/span>lifestyle.<\/b><\/p>\n

For example, it has partnered with several <\/span>restaurants<\/b> and cafes in Japan and other countries to create food based on the brand. In terms of <\/span>fashion<\/b>, they have \u00a0\u00a0also entered into partnerships with ASOS and Primark. This has resulted in the ‘Hello Kitty Gang’ reaching <\/span>8 million<\/b> people with <\/span>300 <\/b>Instagram posts in Europe alone.<\/span><\/p>\n

Of course, not all brands have a group of brand ambassadors available, so at <\/span>SocialPubli.com<\/b> we help establish and develop a relationship between advertisers and influencers to achieve this mutual benefit.<\/span>
\n<\/span><\/p>\n

\"\"<\/p>\n","protected":false},"excerpt":{"rendered":"

Influencer marketing is something that most brands include in their strategies. Some use influencers at specific moments for launches or events and other marketing strategies, like Daniel Wellington, are built around influencers. \u00a0For Hello Kitty, influencer marketing was the key to continuing to be relevant today. How they did do it? Influencer marketing Created in […]<\/p>\n","protected":false},"author":2,"featured_media":4883,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[253,340],"tags":[141],"class_list":["post-5196","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-articles-about-influencer-marketing","category-social-networks-campaigns","tag-marketing-en"],"yoast_head":"\nHello Kitty: The Success of Influencer Marketing | SocialPubli Blog<\/title>\n<meta name=\"description\" content=\"Influencer marketing is essential in any digital strategy. 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