HELLO KITTY GANG TAKES TOKYO

  • Charlotte Williams

In 2016 I was hired by Sanrio to increase brand awareness within the 18-30-year-old female audience. Amongst a series of brand collaborations, including ASOS, PUMA and BABY-G, I launched an influencer network called the Hello Kitty Gang. This network is made up of a mixture of Europe and Australia's Hello Kitty fans and cool girls and boys and its aim was to support collaboration launches and give Hello Kitty a digital presence throughout Europe and Australia. With a new Hello Kitty look, designed by Terence Shek, we created an apparel line and a series of social media campaigns and seasonal events to engage our new audience. The Gang is still active now, with quarterly events and activations happening across Europe and Australia. In 2017 I took three of our most active Hello Kitty Gang members to Tokyo to the Sanrio Expo. During this five-day trip, our influencers explored Tokyo, Japanese culture and Sanrio key locations - Puroland, Sanrio Head Office, Sanrio stores, character cafés and nail salon. We filmed the trip and created a mini-documentary that we premiered to the Hello Kitty Gang in London. Video owned by Sanrio EU Videographer: Etienne Leung // Editor: Sam Higley Influencers: Stefani Nurding (UK) Kicki Yang (Germany) Tara Whiteman (Australia)